Legacy carriers should stay on the high ground and market themselves as offering superior products as more passengers will discover the pitfalls of some low-cost carriers with their pay-for-everything-extra-but-a-seat model.
While the world's leading carriers and flagship brands have always been content producers, they have become more sophisticated introducing innovative approaches to content production and media utilization.
As Professor Walsh says: “Flying presents the body with a unique set of challenges, but getting a proper sleep on a flight isn’t rocket science.” Though frequent flyers will point out that it can defy the laws of Physics.