Thai's new F is a wonderful product. Even their old F offers excellent wine and caviar and the amenity kits/PJs are excellent. Thai has made a serious investment in their product. But the service provided by their crews just doesn't compare to many of the other Asian carriers, and the airline itself is rather clueless in the investment they're making (as I've noted before, good Iranian caviar with silver spoons ).

That realy shines in its ground service, though. The meet and greet at the plane in BKK and the escort through immigration is nice. Much better to sit at a desk while the airline speaks to immigration on your behalf than to stand in a line... And they walk you through immigration and security... and they are proactive in ensuring you have ground transport (already arranged, or via their limo service).

They just lack that intuitive service onboard.