Prudent management probably understand that besides the big spenders who are not price or value conscious, they also need loyal customers at every level of the business to grow a sustainable one. I hope they are not this short-sighted. For those passengers who are not price or value -conscious, they could just switch whenever someone else offers shinier and flashier things. And at least in the short-term, CX might have limited room to maneuver when it comes to offering shinier, flashier things.