I have to say I think that Westjet plays an important role in servicing the:

a) Frugal, infrequent business traveler
b) Leisure travelers - the folks who fly once or twice a year at most

You know - the people that are the biggest pain in the a** in the security line?

These folks are very price sensitive and really don't care much about the actual in-flight product - hence no need for business class or a real frequent flyer program.

Do they even want to do this?

WJ is already somewhat international with its flights to 'Vegas and the Caribbean so what more is needed for the traveler types I cite above? If you want to go to Europe on the cheap, fly TransAt or Condor.