When was the last time you flew SQ? I have done 72,000 miles with them in the last 11 months (most in intra-Asia economy class, some intra-Asia business class, and one return AMS - SIN in business class) and they are very average.

On my AMS - SIN return in business class two weeks ago:
1) they forgot to offer me my welcome drink;
2) the food was quite bad (I know: this is purely a matter of taste) and the breakfast choices were particularly unappetizing;
3) during the night they serve water in glasses which they continuously top-up. Sounds nice, but is not such a good idea when your window seat neighbour tries to climb over you and drops two full glasses of water on your pants;
4) I advised them for AMS - SIN not to wake me up for breakfast. So one Singapore girl DID wake me up, I told her I'd rather rest some more, and 5 minutes later her colleague again tapped my shoulder;
5) the lounge at SIN was so full that I decided I'd rather be in the public areas of Changi;
6) the schedule AMS - SIN with a 11am departure is horrible, two days wasted;
7) I always sleep like a baby on KL's 747s in business class. The slippery slope SQ seat is not my thing. (I have yet to fly on KL's 777s but read here that the seats are also bad)

KLM is far from perfect and I have my fair share of criticism for them. However, my experience in C class long-haul on 747s has been excellent.

SQ has been very successful in building a brand. However, I have concluded it is mostly clever advertising and the herd mentality of many people who will just repeat whatever they hear from others. SQ are not bad, but after 72,000 miles in 11 months I can safely say that they are average like most other airlines, service in economy class is mediocre, and their business class is far from perfect.

By the way, I am not paid by KL or anyone else to say all of this.