I don't know if anything has improved in the last 2 years on KLM's short haul flights (haven't flown since) but I always thought the product was subpar compared to Air France. With AF you get a PDB, refreshment towel (OK a cheap prepackaged one, but still) and vastly superior food. Then the French have proper champagne (compared to the cheap Cava which KL serves) and better wines.

The pictures below are both from AMS-CDG flights - I know which airline I pick any day of the week if schedule allows!