Why don't more airlines WOW their passengers?

I talk about airlines quite a lot.

Airlines should be masters of delivering brand experiences that delight consumers.

I regular fly BA and they are pretty good.

I have moaned about Ryan Air.

I have enthused about SW airlines.

I want to enthuse about SW again because, although I have never travelled with them, I read a lot of positive stories about them.

And no wonder....a quick look at their mission statement says it all:

"The mission of Southwest Airlines is dedication to the highest quality of Customer Service delivered with a sense of warmth, friendliness, individual pride, and Company Spirit."

They obviously walk the talk.

This video is a great example of how employees look for ways to WOW the consumer... so they have a great brand experience...probably choose SW again...and may be even tell their friends/advocate SW airlines.

Other airlines - particularly low cost airlines - should take note