I don't think Virgin actually "get" that the inconsistency is killing them.
Virgin:
Your plane might have J, or it might not. You might know in advance but you probably won't. When you have the IMPUDENCE to complain about their fake J, after 21 days if you're lucky you'll get a credit shell for a trivial amount of $ back. THAT'S your reward for ignoring the $79 sale fare and buying the $530 business fare. Makes you feel pretty stupid, doesn't it?
You might get a J meal if you fly between 6:35pm and 6:36pm on days of the month which are prime numbers. Except if the caterers forgot. Mostly you'll get a snack which WILL leave you hungry. If by some miracle you get an actual MEAL, it'll be like they've taken Qantas Y meals and whacked them on purple trays. Don't forget - you could always pick something from the ever-shrinking economy menu, if they let you. Best to eat up in the lounge.
cf Qantas:
You buy Business, you get Business. You get a Business seat ALWAYS. You ALWAYS get a drink, in a glass, before you take off. You ALWAYS get a hot towel. You ALWAYS get fed and watered well and the presentation of your food will be superb and make you WANT to eat it.
If something goes wrong with your flight, Qantas will be there for you and will proactively fix it.
Example:
ABX-SYD last Friday - Virgin. Flexi fare. No J on this plane - that's fine. Have taken this flight every week for many weeks last year. Despite always getting the same wrap, it was at least a decent feed which didn't leave you hungry at the end of the flight. Had a 3 month break from taking the flight. Was very hungry as no time to eat at work.
No more wrap as "it's not meal time". Instead, a worse than QantasLink offering for "snack". I could have bought a wrap I suppose...but it sure made me feel stupid for buying the Flexi fare.
SYD-MEL last Friday - Qantas. J.
The ABX-SYD was late, but I was able to check in, just needed to carry on my luggage instead of checking it. (That's OK, people can admire my beautiful Platinum tags since I'm such a DYKWIA.)
Got to the lounge and they announced *several times* that there was a problem with the flight and it would be delayed and sans catering. I could have changed flights, but chose to partake of the island dining (very nice) and was now sated.
Got on board. The captain explained what had happened to the flight (leaking hydraulics, had to change plane), apologised for the delay and apologised for the lack of catering. No problem. I had been prepared for no catering.
Turns out they had managed to load refreshment catering, so I got a Qantas J "snack" which was a fantastic feed, and left me even fuller than when I left the lounge.
The CSM went out of her way to apologise to us in J, and the staff were terrific.
Were there problems? Yes
Were they professionally handled? Yes
Was I kept informed? Yes
Was I satisfied with the flight? You betcha.
And THAT'S why I'm back to 90% Qantas 10% Virgin. I am happy to spend the extra money for Qantas J because I am going to get a consistent product.
Virgin have had their chance with J. They've blown it. They don't need to make the product cheaper. They need to make it CONSISTENT.