+1; well said. You can only pick elements apart so far. You can do the same thing with restaurants: what is the element of a high-end restaurant (let's say Per Se or Gordon Ramsay or Alain Ducasse etc.) you like the most? I would say food, yet if you serve the same exact food in a school cafeteria I'd like the restaurant far, far less.

Airline travel is a service business, not a transportation business, just like a restaurant is a service business, not a feeding calories business.

Imagine if BA:

• upgraded all the J-cabin seats to the existing F-cabin ones
• disconnected IFE
• barely cleaned the interiors (smudge marks, etc.)
• served McDonald's and Coke for food (sorry, no bubbly)
• found a cabin crew that is uncaring and terrible
• closed the lounges (including restaurant for sleeper services)

wouldn't you rather fly in today's Club World instead?

I know I would. Yet in my example BA strongly upgraded the one thing that previous posters identified as being the most important element.

Please give me a great complete package. All elements contribute to it!!