There are regular causes of annoyance flying most airlines, some of them, like the "plus taxes and charges" line and charging for bags maybe.
I want to research a list of the primary things that would make you nod, smile and think "that is a great airline". As per the title - I am not thinking of "Heineken Airways -probably the best airline in the air" but rather the list of things that, if eliminated, would attract you to an airline over and over again.
For starters - Fares fair. Stop the whole "plus taxes and charges line"
Charge a modest, per booking, credit card fee.
......