Extra money for priority boarding. Buy lunch on the plane if you want more than crackers and juice. Pay up if you want space so your knees don’t touch the seats in front of you. Faster WiFi that allows you to work is premium.
And ads. Ads everywhere. On the walls of the jetway, on the terminal top walls, when you have to see them as you slowly zigzag in line to the security check. Before movies. After movies. On brochures.
Services are crappy in advance, so you have to pay your way out of the imposed sub-minimum. Sad.