With all due respect, I think the usual "they're spoilt, now act arrogant and should better shut up"-argument in its various forms forgets a few things about history.
What could be now considered as the "royal treatment" was just standard airline practice before. Then came the sub-standard which now claims the title of the "new world standard". OK, it's all about branding anyway... but is it really what we all want ?
How long before a sub-sub-standard shakes the foundations of the sub-standard and aims for the title of "new global standard" ? And so on... Pointless and endless.
There will always be new blood joining the industry, ready to erode the standards they never knew nor why the standard was like that before. We're all standing on the shoulders of giants (i.e. those who built this industry) but who's teaching the new comers about the wars they never had to fight and the "benefits" they're throwing away now?