In my view, this aspect has been encouraged by the manufacturers. Now that there are two dominant names that everyone has heard of, they start the
PR from the moment the design is signed off for development. The most recent example was the superb
PR effort of Boeing to fins a name (Dreamliner). It has worked very well for them and we can expect Airbus to follow suit.
I have had only two sectors on the 787-900 (VS) in Premium Economy and was seriously underwhelmed. Perhaps that view will change later with more sectors/other carriers/classes.