IMO, Virgin America for innovative service. VX is probably the world's first airline with on-demand dining using IFE in Economy. Purchase upgrades to Main Cabin Select and First Class are fairly reasonable. FC seats have a good recline and massage feature. Continental Airlines for old school airline service on transcon flights where complimentary meals are served in Economy. FC transcon service on CO is superb with good menus, "Barcalounger' type FC seats and now new IFE on some of their Boeings. CO's Business First offers reasonable fares if you book ahead. Their President's Club is also superb, where at least at LAX, the lounge is located across from the afternoon departing flight to EWR. CO also offers check-in at New York Penn Station, where if you are booked in Business First, you have access to the Acela Lounge.