I am definitely in the cheap part of the market. I pay most of my flights from my salary, and my employer requires that cheapest possible travel. This is also likely shifting to trains soon (to my great relief, as a train-lover, I will finally be able to justify long work trips by train ). I never pay extra for SK PLUS, unless points, qualification, etc. I do think DY on board is just as good as SK, and often better (although Wizzair and Ryanair are a real suffering, and I am trying to avoid them, except if pressed in by inflated fares on legacy carriers). It's point to point schedules on my intra-scandic routes are also comparable to SK, sometimes better. So no, no paying more for even better service in PLUS. I suspect I am actually quite representative of Scandinavian professional travelers.

I am totally willing to pay premium for lounge access and fast track, though. This does save much more value than a glass of whatever-champagne-house or a can-of-coke on board. I want to save travel time and use the time I cannot save during travel efficiently. Then I can buy myself a better drink in one of the splendid restaurants in Copenhagen. Trying to make a nice experience of a short haul flight, which it will never be, is a lost cause. It cannot be nice, make it efficient for me. In this respect, for my segment of the market, SK is shooting themselves in the foot not with lunch boxes, but with cutting lounges and fast track.