It's hard emotionally. Most of us buy close to the cheapest flight right? Almost exclusively? Like it's a commodity service in a capital intensive industry which cyclical patterns of bankruptcy. I knew a guy at BCG/McKinsey/Bain who only did airline consulting and it seems like a particular tough industry even if fuel costs didnt move all over the place.
At the same time obviously no one wants to cut a corner and cause danger.
Boeing is probably scared of Airbus and vice versa.
Its probably just a challenging environment.