Hmm, Southwest is the problem. I just flew a large US carrier, not United, not Delta, not Northwest, and not USairways. And it wasn't a low cost carrier.
I had an upgrade to first class. O.K. long day, I settle in in first class 20 minutes before T/O- nothing, not a soda, not a gin and tonic, not a hello. In the 1 and 1/2 hour flight, I was served one drink halfway through and had to ring my call button for a second.
I had a long layover between the next leg (also first class). I checked the board and saw an earlier flight. My choice was go earlier in coach or take the flight with the upgrade. Well, the service was so pi55-poor on the previous flight it was a no brainer.
When I book on Southwest, I know what I'm getting- decent service, quickly, and with a smile. All coach- who cares? At least I'm getting service.
I hope airline employees realize, that just like in my business, customers don't pay my salary. I provide my customers equipment and service for which we have negotiated a price and they are paying for. They have a contract with me- I have a ticket with the airlines. And believe me, my business it brutally competative. If fuel prices go up, or steel prices go up (which they have- should I be able to go to the government for more money?
I've said it before here- the value of your business is set in the transaction (what the customer is willing to pay)- not what you think your product is worth.