As a small example: the way we treat our wheelchair users is a disgrace. Third-party providers are consistently failing to deliver an acceptable service. For about £2m per annum we could do it ourselves and become recognised as market-leading in this regard.
Alot of airlines would love to take over but this is not permitted as it is the responsibility of the airport to provide such services as per EU regs. It is a contracted service that is decided through the airport AOC.