I think these are fair criticisms. In particular, having to call to give the details does seem rather antiquated when you compare it with the online services available from SQ for example.

The first few times I used the wing I received the service you expected - I was welcomed out of the car with my travel documents and I don't believe I had to confirm anything about the contents of my luggage, it just disappeared with pre-printed tags. More recently, it has been the classy check-in desk experience. I wonder whether the security requirements have changed?

One thing that always surprised me was how surly the Heathrow security staff are - they seem even shorter with the customers than in the normal security area. Normally I am just left shaking me head, but one time I intervened as the lady on the trays repeatedly shouted at a gentleman who did not speak English to take off his jacket; all it took was the universal symbol of shrugging off a jacket and he got it immediately! Given the low volume of traffic through the UC desk and the wing, you would have thought it would be the easiest shift in the airport. It's certainly jarring after the calm of the wing, but I wonder how much Virgin can do.