Onan, You seem to have a tad hump about it. In your game you must have flown First once or twice surely ?
Done it once or twice myself. I guess I get your sentiment - it's all about Customer Service.
Seating, pre-flight drinkies, ensuring one is comfortable, getting to know the crew who are attending. Ensuring that the service will go as planned.
I have to say it works very well and in my opinion should be viewed as a compliment to the crew that work very hard to do the work and promote the service the airline is offering.