while you might be thinking that way (and I admire that), I do think you think too highly of people in general.
Sure most will say never to fly Z again when issued a voucher, but in a years time they are Z is slightly cheaper than X and there they go, booking with Z...
There is a reason most, if not all, airlines were on a downward slope regarding service, perks and extra's. It's all about the money and the ones who choose more with past experience in mind (like you) don't generate enough of it.
Hopefully I am wrong, though..