Bealine has a point, but looked at the other way, once you get down to the fare and the timing being pretty well equivalent between airlines, it's only the customer service that differentiates A from B. While you have lots of bums on seats, that doesn't matter, but if you're struggling for market share, it makes a big difference.
There seem to be an awful lot of bums on seats, though. In the 31 flights I've done so far this year, only one was relatively empty - a 757 LHR to NCE in the mid afternoon, and even that would come back full. In Club Europe last night from Stockholm, on the 2050 departure, there were only 4 empty seats in Club Europe, so that was 75% full. The rest was very full.......