Why aren't there carriers that try and create a comfortable and enjoyable flight experience? The article spent a great deal of time explaining that people pay on two factors, price and schedule. Attempting to differentiate on comfort doesn't win you more customers, therefore, the carriers aren't incented to create a comfortable flight experience.
I've certainly had some really outstanding flight experiences, usually when being upgraded.
But, I think I see what you are getting at - we're so far beyond that point right now, that subtle increases in comfort won't register - you need a quantum leap - something akin to moving into first class, to really capture people's imagination.