As a frequent traveller, I don't think this is an airline/LCC thing, it is more of a country-of-origin thing. There are places under the sun where the concept of being helpful is unknown, it varies with time, used to be like that in the good old USSR and is increasingly like that now in the not-so-ole UK and USA too.
And then again, there are exceptions to the rule, so maybe it comes down to whether people learnt the difference between service and servitude - or just helping the elderly as well as those with infants.