The problem perceived with Virgin is its inconsistancy.
The Scrooge packs are just another symbol of that.
Whilst on some routes out of LHR you get the "full service" IFBT, Mixologists, even a decent IFE. Try flying from LGW or MAN. Man especially, no Clubhouse and if travelling with children, no entrance to the alternate lounge, no revivals, Super Nova IFE. Price of flights not different though..
VS have just provided acces to another airlines Revivals lounge at LGW, but what a choice of products compared to LHR, no cooked brekky for example.
The last time I flew UCS no extra pillows, just that single flat pillow. At least you could raise it with the satin pillow. the toothpaste and brush available in a cup in the washroom, no pen no mints, no moisturiser in the cardboard envelope. No cufflinks
No first choice of wines, not loaded on the aircraft, where was the third choice of appetisers? Gone off the Ex freedom menu, Champagne tased awful compared to BA's, what on earth are those mint chocolates? what has happened to the tasty ones that were on the bar? remember whan the fruit bowl had a choice of fruits not just a choice of two types?
They are all small things, but they add up to a diminution of the product and ut seems that all VS management can say is "well, you have a flat bed and a Clubhouse (though only at certain airports) what more do you want?"
Ask many people who are now flying with alternate airlines, including some of the Charter types such as FCA and the new buisness MAXJET.