It's actually a fascinating question.....The answer is.....You probably have 3-4 different types of people (and demands) who are flying in 1st class... The weekly flyer....he wants a dang sandwich, 2 bourbons & to be left alone. He's there for the seat & the quick boarding. But he flies so much, he'd probably like a small variety of quick and easy (but still a sandwich) Then you've got the vacationing couple......They fly a little...just enough to build up enough miles to splurge on first class for their big vacation. They're looking for an 'experience' and want a little more than a sandwich. If they get PDB and a bowl of nuts, that's going straight to Instagram. The whole story of their vacation rests on the catering of their first flight. They'll fawn over the flight attendant who gets them a Bailey's with their coffee on the way to Cabo or wherever. You've also got the uber-wealthy who fly a few times a year, pay cash for first class and expect china and stemware on a run from DFW-CLE...No level of service will impress them. They will likely tell 8 friends of how miserable and dreadful their flight was, despite the other 14 people in first having no qualms. You also have semi-frequent flyer....he has to fly monthly but hates it....flying has disillusioned him to the point where his expectations are similar to riding Greyhound...easy to impress. The rare flight where they catered the Turkey & Swiss is a big deal. Bottom line...the law of 'you can't please everybody' is in force here. No matter how hard airline X tries, any new product or food release is inviting the internet wolves to come out.