I think it's either poor marketing or the dying thrashes of of another American carrier.
Since 9/11, as passengers, we have suffered abuse at the hands of airlines, airports and security organisations. The excuse was "safety". Airlines took the opportunity to chisel away at their products and services. Those of us who fly business with BA or Virgin will testify to the shrinking menus, winelists, complimentary items, even the famous Virgin Atlantic In Flight BT's.
Those who fly regularly enough are catered for in other ways but the fact is that service levels have plummeted in the last eight years.
However, I'd just like to lay my money down that this is about to change..again...just like it did in the mid-nineties. Premium passenger numbers are falling away, particularly on the Atlantic routes and to get them back, not just yet but in six to nine months, the airlines are going to have to pull out all the stops. They are not going to take any more nonsense from the aiport operators and will require investment from them on a similar par.
PAX, our time is coming again..!