Zeus -- have you ever flown WN? I was just wondering because of your remark that "WN would have to upgrade its poor excuse for service."
Obviously, if an airline wants to attract the kind of pax who pay $7000 for a first class ticket, WN would have to put a little more effort into their seating arrangement and food selection. But for people who want to get somewhere quickly, and who don't have a need to feel as though they are being pampered, WN's service is fine. I've flown with them multiple times, and I don't feel that their service is "poor." The FAs have always been friendly and personable, perhaps on average even more than other airlines' FAs. The pilots are funny -- at least one has a train whistle in the cockpit that he blows just before takeoff; another has a decent Porky Pig impression that he shares with the pax.
Bottom line: WN does a great job with what they've got, and it shows through the success they've achieved. They've made air travel a lot more accessible to people who ordinarily wouldn't be able to afford a ticket on most carriers. (I mention this only because I've seen more larger families traveling on WN than I have on CO, America West, etc. )
Some people may call their service an example of getting what you pay for, and they'd be right. When I can have any seat I want on an airplane for $34 round-trip, I don't go into the experience expecting cloth napkins and 4-star restaurant meals. Sure, there are peanut crumbs and gum wrappers on the floor. But I get there just the same, and usually with no more food and/or beverage than I would get on any other flight of the same length. And when its over, I'm happy that I didn't have to pay at least twice as much to get there.
Sorry, I just get tired of seeing people diss a certain airline, when most of the time I have a feeling that they have never even flown them.