service: extends all the way from the ground through immigration (with priority access). dont have to servile and treat people like kings - just do it like the swiss: make people feel welcomed
seat: not just cushion and comfort. seat should be laid out SMARTLY such as swivelling tray to allow ingress/egress. good surfaces for working. maximized storage space for personal devices. power ports that work and are smartly placed. and neck support, too.
IFE: pointless now that everyones got personal devices.
Food: never had food good enough to be a differentiator. might change if someone is capable of stellar food. hasnt been the case. although the food on the ground should be of good quality