It's the whole package for me. The queues are either non existent or very short, the desk staff smile and converse, the lounge is a space away from the hoards and you get space and time and help to board. Then the on board service feels many steps above getting fish, chicken or pasta thrown at you. Admittedly I'm talking intercontinental First here and I'm lucky enough to use it, but I'm not going back down the blunt end again for a gold pig.