Is the 10th Anniversary of 9/11 the Best Time For Southwest Airlines to Launch a Contest Using the Term “Let’s Roll?”

Now I’m just a simple country lawyer so please help me when I’m trying to do the best I can to figure out why on Earth would Southwest Airlines use the term “Let’s Roll” as a part of its new frequent flier mile giveaway, you know, on the tenth anniversary of 9/11.


Click to expand

You see them – the red “LET’S ROLL” boxes? I cry foul.

Let’s double-check:

“Step 1

Go to the promotion home page.

Step 2

Enter your information in the “Current Rapid Reward Member” section (Ignore the field which says “Win Code from Card†”)

Step 3

Click ‘Let’s Roll’”

Trying the first hit on Google for “let’s roll” yields:

“‘Let’s roll‘ is a catchphrase that has been used extensively as a term to move and start an activity, attack, mission or project. After the September 11 attacks, the phrase, especially in the United States, has come to symbolize war-mongering, heroism, self sacrifice and initiative in a tough situation. This use of the phrase was inspired by Todd Beamer‘s final known words, “Are you guys ready? Let’s roll!” The phrase has been widely appropriated as a battlecry.”


Do you live in America, Southwest Rapid Rewards?

Sure doesn’t seem like it.

IMO, ten years is Still Too Soon.

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3 Responses to “Is the 10th Anniversary of 9/11 the Best Time For Southwest Airlines to Launch a Contest Using the Term “Let’s Roll?””

  1. Sameer Bhansaki says:

    I thought only die-hard conservative Redouchelicans wrote posts like this! Just say that Southwest is run by a bunch of anti-American gay moslems, led by their fanatical leader Fuhrer Obama, and be done with it!

  2. Scott says:

    The people who origionally used the term “Let’s Roll” were trying (unsuccessfully) to save their own lives. Southwest was using dice (you roll them) to give away their points. I don’t think the victims would have a problem with the use of “let’s roll” in the context of a Yahtzee game giveaway. Please.

  3. sfcitizen says:

    I think they were primarily trying to save the lives of other people, right?
    Yes, as stated, SWA was using dice for their game – no argument here.
    Well the victims are all dead, so no, they don’t have a problem with anything SWA does at this point.
    Perhaps, SWA should change its name to Let’s Roll Airlines and use the old WTC as a logo?

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