People travel on SAS because of loyalty I think. But yes, the seats are a bit dreary and the service substandard when compared to other European carriers. I flew AMS-CPH last November and was horrified to learn that the cold cuts 'meal' we got were served with plastic cutlery - and this was in their SAS EuroClass.
SAS starts their code-share with Singapore Airlines in April for the SIN-CPH flight. Any guesses as to which airline most people will go for?