The BMW analogy isn't particularly appropriate. The fact is that short haul air travel, in most respects, has become a commodity. In the same way as sugar. You may get a glossy repackaged Tesco finest, the home brand or Tesco Value but by and large.....it's the same bloody thing. As a result people aren't willing to pay much extra. The airline industry is becoming that.
Air travel has become the way to a means. We do have to accept that I think.