Online Booking - Can't live without it!

In today's world to compete in the airline business, you have got to have a website and you better allow your customers the freedom to book their flight online. Online booking is like many other technology innovations that have come about over the last few years. As consumers,we have come to expect instant gratification. It seems like we have always been able to book flights online. Does anyone know what year Southwest launched their online booking site? Can you be to the first to post the correct answer? Ready...  Set...  Go!