Is this the future of customer service on airplanes?
Some great examples of what Virgin America are trying:
It's also well worth looking at this article by Jan Alexander on BNet (which is a website I also regularly contribute to!) where she highlights some of the great things that Virgin America are doing to be 'Dramatically and Demonstrably Different'.
They are clearly 'raising the bar' and there are some great lessons for all of us.
The key one for me is that it's about service (no surprise there Andy!) and crucially building a culture that recruits, promotes and rewards those that want to deliver that service!