"We decided that we wanted to be a carrier that gave money and choice back, along with great service in an industry that had lost its romanticism."
As much as I find the installation of IFE underwhealming to say the least, I agree that the industry has just become a nasty necessity.
If Virgin had have announced ten rows of affordable business class seats then I would have been excited, and it would certainly be an original concept. The market realy needs to moove to satisfy business travellers who want a quality product somewhere between QF business class and discount virgin or dare i say it jet bus.