I read somewhere that no matter what the service and review stars of the airline are most people buy the cheapest seat . They see it as a commodity because you get there and the snottiness of the staff and lack of beer and food isn't worth the extra £10. So you could blame the passengers for getting what they buy. How much extra would you pay on top of your £35 seat to Malaga to get a smile a beer and a nice meal?
I was on a BA flight recently where one member of staff seemed to care what was going on. Despite being only 20 and not trying too hard she stood head and shoulders above all of the other slack jawed staff put together. I was so impressed I wrote to BA to compliment them on picking up the staff training that had been missing for so long. Sadly she seemed to be a one off...
One day day customer service might be seen as a basic need, not just for first class...