The issue of coach using the 1st class head is a problem. Some times it's dealt with, some times it's not. I agree that they should do more. And, having been UAL as well as DL and CO, I can tell you it does happen on all airlines, not just AS.
Can you elaborate on first class passengers not seeming, well, first class? On an Orlando domestic run, I've gotta imagine that you have all kinds, as you suggest. Were there children that were misbehaving? Or just people wearing shorts? What would have been the ideal situation for your experience in 1st?