Do you really pay £10k to go to New York? My fare to Tokyo was around £5,500 Upper Class - and that included being picked up and taken home by a limo (and time in the club house).
The service was amazing. It wasn't my money, but the company that had paid expected me to have good service.
Sure, some people with those full priced open tickets may be on expenses but what about those that aren't? Is the service only designed for those on advance tickets, and to hell with those fat cats who get their fares paid for anyway? A pretty ropey business model, but clearly that isn't the case.
I am stunned to hear that EC designed all of this to get more people to buy first class advance tickets - when surely there aren't many seats on any given train? And if you want more cheap seats, then why offer anything at all? I'd be happy for my bigger seat and Wi-Fi.
I'm probably buying an advance ticket and using the money I've saved to buy something before I board, or from the buffet car. For any long journey, I'll be taking a sandwich and drink, or a coffee, when boarding. With my Bite card, the prices at the station aren't even that crazy.
Should I want the first class experience, I am perhaps somewhat stupid in hoping for a far superior service on an Intercity service. I don't expect it on a commuter train, nor do I (personally) need anything on a journey of around 20 minutes. But get me on a train for 4, 5 or 6 hours and if I paid £400, I'd be livid to get served some of the stuff shown in the photos on here - or be told that it's one drink and that's it.