The companies are not all the same. Virgin America, Singapore Airlines, Southwest Airlines, British Airways, Emirates, all occupy different marketing niches compared to the standard US carriers (United, Delta, Northwest, etc.)

What the few successful airlines have realized is that there isn't THAT much room to go premium in economy class -- that consumers might pay $20 more for an airline they like, but not $50.

This blogger wants business class service for an economy class price plus a few dollars, and it's just delusional. A Boeing 777 costs $300 million.