I think we are sticking to FA's saying we are the brand. The problem as has been pointed out by Channa in his usually adept manner, is that it doesn't matter. It's like putting a Band-Aid on a collapsed lung.

Sure I love attentive and nice FA service, and it can really add to a great product. I've flow Turkish a few times, and they have the opposite problem, fantastic product, and operations...but FA's can be a bit aloof. Did I still enjoy my Turkish flight? I certainly did, and I'd fly them again, but it's the FA that makes the difference between them and let's say ANA.