Have only flown them four sectors. Outbound once got upgraded at checkin which was very nice compared to plain economy but not a very good commercial decision for them as I would expect an airline to upgrade their frequent fliers first.
Returning in the back 'just another airline', though did notice one time the crew were saying things in a loud voice which they really shouldn't.
Haven't flown them since as their frequent flier programme isn't very good compared to their competition. Prices usually higher than competition for equivalent service (from my three economy sectors, admittedly, but experience of transatlantic airlines in general is they are much the same in the back).
I suspect their marketing department has propagated the idea that they are special so they get more bookings therefore prices go higher sooner.