Alaska Airlines is doing things differently, as a business strategy. It has the operational reliability of Delta (or better) and the financial performance of Delta (or better, relative to size).
And it’s working to make its customers happy, with a frequent flyer program that’s different than others in the U.S. They still award miles based on distance flown rather than ticket price. Six weeks ago they re-affirmed their commitment to a generous frequent flyer program and upgrades.