RampDog,
I can relate to your claims that "the marketing gurus are obviously trained to sell concepts. So good are they at this that they can sell hugely expensive advertising campaigns to airline executives, who fall for the hype and glamour with little regard on how the money can be better spent".
Read on:
During a wait at an airport once many moons ago, I happened to notice the baggage tag attached to my bags wore the Ansett logo along with the words proclaiming: Official sponsor of the Sydney 2000 Olympic Games. It was a great looking baggage tag but it did have one glaring omission; there was no mention of the actual airline......other than domestic Australian pax, nobody would have a clue who Ansett was/were.
As you said RampDog, $$$ straight down the gurgler.