Its a real shame that they can't sort out a decent service that is comparable to full-service airlines. Imagine if they did and still offered cheaper tickets - what a product it could be then.
But their service does compare with the economy short haul service of other so called full service airlines. And that's because the 'full service' airlines have slashed their service level to compete. Flying BA in Europe is nothing like it was even 2 years ago, never mind 10.
Ryanair and Easy have actually got better over the past 2 years. Ryanair and Easy are still not Southwest, but they are getting closer. It's not inconceivable to me for Ryanair and Easyjet to get there in the next few years. I have no idea if that's in their business plan, but I think they could do it if they wanted to.