Things go in cycles. I remember in the late 1960's (days of the 707 and DC8) - CO was viewed as a premium carrier over UA - for in flight service. In those days, when fares were regulated (all equal - and only two categories F and Y) - in flight service was the discriminating factor.

Also, in the 1980's CO was the last of the carriers to give up on in flight - bar/lounges. The old CO DC10-10's to HNL had a mid cabin bar with unassigned lounge seats (between F and Coach). You could move from you coach seat to a lounge seat or sit at the bar on a bar stool and order a drink. No pressure to vacate except when flight was ready to land.

With the new A380's coming, I am hoping we will see some of these old amenities. Unfortunately, none of the US carriers have ordered any, and CO is Boeing exclusive airline - which is going the way of the 767 sized 7E7.