Just come back through Narita. From the time one is stopped for a check about 2km before the airport, through actual airport security and then finally the gate, all the staff are friendly and helpful. I mean really helpful and smiling.
The reason? They believe they are providing a service and they recognise the customer as someone who should be assisted and respected.
The staff are not "subservient" in their manner and the security is every bit as strong as UK but it makes passengers feel relaxed and comfortable before a flight.
£50k spent sending some BAA security managers and supervisors over there to see how things are done might be money well spent. I also find it hard to believe that Willie and Richard aren't aware of the difference, so why don't they insist on some change instead of allowing their customers and crew to be constantly abused by security in UK terminals?