There is big money to be made here for whatever communications firm can help airlines carry a winning message, without making an omelette of it. But some of the more disingenuous arguments the organization makes will prove a pickle for whatever firm tries.
Considering the low margins they make flying us where we're headed, airlines are smart to seek other sources of revenue through travel-related merchandise.
Alitalia can always introduce brand new cabin structures when it's profitable, but it's the customer experience improvements which should make the real difference here.