I don't think it's coincidental that Korean is rarely the cheapest ticket. And they have the worst frequent flyer rewards program.[1] They were one of the latest to have a co-branded credit card, I think. In other words, they focus on a consistent, quality product, without trying to hide the ball.
I think they've begun adding more frequent-flyer frills, which I expect to be detrimental to overall quality. I don't doubt it'll boost revenue. They have a long way to fall and hopefully they'll stop short of mimicking the typical industry model.
[1] They're part of SkyMiles but given their point valuations I never found it worthwhile to upgrade. It's been a few years since I cared to check, though.