Servisair, Sky Handling and Aviance compete vicously for ground handling. EI would be mad to try to compete. Alpa catering, Gate Gourmet etc, all do the same, and can undercut EI by a lot.
Dedication and customer service is fine for front line staff, but like it was said, people dont care how dedicated or friendly cleaners, caters or loaders are, as they dont meet them.