Yeah but the problem is when you fork over the extra dough, and don't get the quality of service you expect. You paid for it, but didn't get it. Airline service can be hit or miss, too dependent on the employees who happen to be working that flight.
Some do a great job but others couldn't care if you're in first or holding onto the tail. I've sat in some first class seats where I'd almost rather run naked through the korean DMZ than beg the FA for a glass of water. I just think if we (US airlines) want to regain our competitive footing in international markets, we need to get our crap together and start offering not just the possibility of quality but consistent quality.
One example, it seems pretty frequent for airlines to run out of a particular food option. Would it be so hard to stock one of every plate per passenger, so those in business and first are guaranteed to have the choice they want, as advertised in the menu? I mean, to me this is a no brainer...