As jetBlue gained market share, they found a unique positioning where they competed with other low-cost carriers (e.g. Southwest, and Frontier), as well as major carriers (e.g. American, United, and Delta). Amenities such as their live in-flight television, free and unlimited snack offerings, comfortable legroom, and unique promotions fostered an image of impeccable customer service that rivaled the major airlines, while competitive low fares made them a threat to low-cost no-frills carriers as well.
Frontier took delivery of its first Airbus aircraft (an A319) in 2001 and simultaneously launched with it DirecTV in-flight television along with a new company livery. Frontier Airlines was the launch customer of the Airbus A318 in 2003. In mid-April 2005, Frontier officially became an all-Airbus fleet, retiring its last Boeing 737.
Say for example there are two hotels side by side. One meets all the requirements of the Diamond classification, pool, valet etc etc. The other may have vastly better quality rooms, best furnishings, best of everything but does not have a pool. If that was your hotel, even though anyone can clearly see that it's better than the hotel next door, would you feel it's fair it won't meet the Two Diamond standards?