Easyjet as a 'Brand'
Easyjets current Business model/Service offering is a good one, on a par with full service airlines if your not obsessed with a free drink/snack or business class (where still offered on short haul).
The weak link in my view, is the quality of the gate/boarding experience - controlled by handling agents, i recently had a poor quality experience at Gatwick of all places, which actually slowed down the boarding of the aircraft.
I see no point in paying for speedy boarding when it is not properly controlled and allocated seating, (which I hugely approve of) becomes a scrum with everybody in every seat row trying to board together.