What is very interesting in the study of airlines is that what is a 'value proposition' to begin with, once established as such begins a ever tightening spiral, as accountants set their self existence on reducing unit cost.
There is no doubt airlines are hard work: Capital requirements as huge and margins fluctuate.
The surest way to make sure of the eventual demise is focus incessantly on labour unit cost. When a mature business loses the value proposition (offering a better service for price) and follows the Low Fare Brigade, it is almost a sure sign that the parasite has control.
The industry is littered with airlines like this.
There is nothing stopping EK offer a demand stimulating Y class fare, it is called yield management. However to 'un bundle' and see Low Fare Airline passengers mixing with full fare passengers confuses the customers.
There is an airline in Australia who have tried to remove themselves from their Low Fare Origin and fly a mixed, non divided cabin, some passengers get food, some don't.
The product thus loses its value, the customer looses appreciation for the brand and they head off looking at alternatives...