I think this just goes to show how important it is not just to have good customer service and operations, but CONSISTENTLY good customer service and operations. Thats hard to do for a lot of reasons.
Mr Mac sounds like a pretty reasonable guy who travels a lot and often in premium cabins - so is the sort of high yield customer that any airline would want to attract, and more importantly keep.
Whilst there might be reasons why Mr Mac has experienced these bad experiences, the fact remains that from his point of view he has had a bad time and so elects to take his business elsewhere because of this.
Its similar to eating in a restaurant, or buying a car, or shopping in a store - when you have choice as a customer often one poor experience can be enough to make you not give someone a second chance... let alone a third, fourth, fifth.
This is the reality of business - the customer is King. (or Queen
)