Lady L,
I don't think that you can compare Thomson with the likes of BA and Virgin. They are scheduled airlines, Thomson is not it is a "holiday" airline.
As of November all long haul flights will have free drinks, I'm sure not to long after all flights will have free drinks, you never know free meals will probably make another appearance as the company try to differentiate the product that they are selling.
I can understand why they removed the IFE from the flights, with the invention of personal tablets and the ability to download your own films why would they spend the money on the licence fee.
I think they will try the new seats on a certain number of aircraft to see how well they sell. If they are not that good then it's a relatively easy swop back.
I'm not saying what the company are doing is right but they are trying to be different to Thomas Cook, they are the only real competitor in the UK to Thomson.
Also the flights only cost between £100-200 of the total holiday cost I belive.