Lamar Muse, the feisty, controversial, egotistical, and always opinionated co-founder of Southwest Airlines, died late Monday in Dallas after a battle with lung cancer.

Muse, who was still feisty until the end — contributing regularly to an airline industry email list from a rehabilitation facility in Dallas after having undergone treatment for the cancer — was, along with Herb Kelleher and Rollin King, one of the three founders of Southwest Airlines. Or Air Southwest as it was originally dubbed.

As Terry Maxon mentioned in his article on him today in the Dallas Morning-News,

“In early 1973, Braniff began offering $13 fares on Southwest’s routes, a half-price fare that threatened to steal many of Southwest’s customers. Southwest and Mr. Muse responded with large newspaper ads proclaiming: “Nobody is going to shoot Southwest Airlines out of the sky for a lousy $13.”



Southwest gave travelers a choice: They could fly on a full $26 fare and get a free bottle of liquor, or get the $13 fare. The offer boosted ridership so much that Mr. Muse later credited the Braniff offer for Southwest’s eventual financial success.”

Just one of many, many stories out there.

But, as Southwest grew in the 70s, so did tensions between King and Muse. Not surprising — given the egos involved. Finally, in March 1978, Muse thought he would force a showdown with King, after which the board of directors would choose Muse over King. Muse submitted his resignation.

Big mistake, as Muse admitted later.

The board accepted his resignation and named Herb Chairman of the Board. Bye bye Lamar.

What many people may not remember is that later that same year, Southwest named Howard Putnam (yes, the same Howard Putnam who starred in the infamous Bob Crandall recorded telephone conversation) the airline’s President and CEO.

Putnam would leave for Braniff and his date with airline anti-trust history in 1981. It was then that Herb became CEO of Southwest.

Muse, meanwhile, along with his son, started Muse Air in 1981. Given the circumstances, it was nicknamed, “Revenge Air” at the time. The airline was eventually sold to Southwest, which shut down the remains of the carrier in August 1987.