how singapore airlines keeps its brand strong , page-7

...just don't piss them off!
Exactly, you have to worry about their feelings, while they do not care about yours.
Specially in the business class, the impression I get is they think you should be serving them, not the other way around.
They are very good telling you about what they can not do, like serving you a meal at your chosen time, even if the menu offers this option. The self serve bar is nonexistent or poorly stocked, its location is not advertised and is only open well after everyone is asleep.
I had better service and choice of meals and drinks in the economy class of Thai International or Singapore Ailines, without the snootiness of Qantas crew.
That is why I think the attempt to rebuild the international part of Qantas by starting a Premium Airline is doomed to failure, at least as long as there is a single Aussie in the cabin crew.
Premium passengers do not like to be called mate and she'll be right, no worries.