Unfortunately I believe that price is a motivating factor for economy fliers in particular. As mentioned, previous attempts at upgrading economy class have not really taken off.

In premium classes you may be more successful - but it probably doesn't require a separate sub-brand and the extra costs that would entail. As it is, most of of the major carriers worldwide have pretty good hard & soft products in premium classes.

Although for nostalgia purposes, who wouldn't love this?