This is getting tiresome. Being in the top ten is, in itself, of little or no import: I think few individuals or corporations will consult a league table of carriers before selecting a flight.

The league is simply a relative measure, a reflection, of the brand's success. A high ranking suggests the brand is trusted, respected (& etc) moe than others, and will, in the long term, be successful in attracting support from customers and (important this bit) can get away with charging more for its service/product than its competitors.

Just about every airline fills its seats. Sustainability comes from the yield it can generate from selling those seats, and that's where brand success rules.