One thing that I forgot to mention above: I really dislike the AY long haul boarding procedure, especially at HEL. Only very, very rarely it works fine and that's usually not at HEL. I fully understand the limitations with HEL gates but hey, it's just another excuse and could be fixed if wanted. What's the point having a separate boarding line for J if you're stuck behind the masses in the same tube going to 2L, and in the very worst case to 1L...? Luckily the lounge is close and one can sit there until 5 mins past the "final call" when the tube is usually only 2/3 full...

I fully agree with some of the comments above, it's not fair to compare AY against the leading premium carriers operating in totally different markets.