Did Branson, in his heyday as head of a music business and just starting up Virgin Atlantic, not entice business class pax from BA and others with live entertainment? I remember him giving free tickets to various entertainers, Julian Weber one I believe, if they performed in flight. The stratergy seemed to work, in those days.
I assume he can't wait for the A380 then we can have a reopening of Raymond's Revue bar at 35,000'. Now that would make for an entertaining airline TV show.