Exactly, people say they will pay a bit more for for a better service but on the day they'll take the cheapest option and complain about what they've got. The race is to the bottom not upwards, I can't remember the last time I saw any news about airlines increasing seat pitch and putting up fares because of demand from economy class passengers. Cram in an extra row of seats and reduce the width to have 9 across instead of 8, advertised a 9.99 fare and watch them come running.