Or maybe they want what they feel they have paid for.
Imagine this, you're flying with Virgin and it cost £750. You got a nice seat, good service, free food and drink. Happy customer
Next month you fly with Virgin again at the cost of £850 (same destination). You get a nice seat, no complimentary food and the service is poor. You're entitled to question why you're paying more for what appears to be product of lesser quality.
What you have described here is British Airways over the past 10 years.