So long as customers treat inconveniences, often caused by poor operational decisions, as another promotion, they will never get fixed. Instead of accepting bonus miles, and even viewing those kinds of band aids as something to try and get, customers need to vote with their wallets. Until they feel a litlle pain, companies will simply believe they can get away with poor service. If they can buy off unhappy customers with some free miles, they will operate accordingly, and things will never improve. It also creates the kind of mentality that allows them to remove meals from coach, and try to sell them for 5 bucks, on 6 hour transcons. Fares have gone up. Oil prices are down. It's insulting (by the way, I never fly coach on long trips...if I can't upgrade, I buy it...I'm old). Corporate America,and airlines in particular, seem to be caught up in an orgy of service cutbacks. They are on a roll. Alaska is far better than most, but none of them will make the travel experience any better if they don't think they have to.