Yes it does seem they are following the lead of Morgan and going "up-market". This means they looking for a different demographic: those with a lot of money who wish to leave a glossy magazine on the coffee table to impress their visitors.
That way they will then try to attract, and be able to charge for, adverting for expensive items, watches, furniture, perfumes for the desired passenger etc.
That demographic is one that soon gets tired of their toys, moves on to some other expensive plaything, and the subscription will be unlikely to be renewed.

Cynical! Me! Noooooo!

Peter

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