Where to begin...
 

If you offer a return flight to Rochester NY, via Washington, from the UK, don't slip in a return flight via Chicago with a seven hour stopover, where the plane then flies over the first Airport you flew from and takes 2 hours longer than NY would have.

Don't charge more for your flights than rival airlines, like BA and Virgin, and then also charge $6 for a drink when they don't. Do you really want to invite comparisons with the infamously awful Ryan-wedon'tgiveash*tandproudofit-airlines.

Don't put passengers in seats with broken in flight entertainment systems and don't humiliate a passenger if they have the temerity to point it out.

Don't then offer them a $50 dollar voucher compensation for all the above, when you've already stitched them up for $50 for use of a lounge in Chicago, where even the water has to be bought.

Don't outsource customer services to a group of people in India powerless to actually make meaningful offers of compensation and have to apologize for their own inability to do their job properly.

Sack your CEO and hire someone with a clue about providing competitive caring service to their long suffering passengers at a level that matches and exceeds the quality of rival airlines.

Don't charge additional fees for economy plus seats that are 100% indistinguishable from the regular economy seats - not even extra leg room on some flights. WTf??

Teach your more indifferent and poorly trained staff that we the passengers aren't the problem - we are the wages bill.