I don't accept that just because airlines are in an alliance that they all have to be the same as each other.
It seems that just because BA has a complimentary inflight product the whole
one world alliance is being slated for inconsistency. I can name differences in products on airlines that are members of other alliances, including on flights that are codeshared with another carrier.
As far as the "trade descriptions" argument goes, that's a non-starter. The contract makes no mention of inflight product, purely to get you from A-B with reasonable dispatch.
At the end of the day, codesharing is something that enables slight of hand for marketing men. Announcing services to a new destination on merit of a codeshare deal does nothing for the average Joe passenger. If the flight's operated by X Airlines you can call it whatever you want it's still gonna be X Airlines.
A rose by any other name...
