Honestly, I think their service is about the same as it is last year, but people have better managed their expectations. Before, Frontier was a great airline, acting similar to VX in their attitude. Then they were purchased by the company that used to own Spirit, which operates on an entirely different model, and transformed the company into a no-frills ULCC. Passengers, especially the frequent travelers, knew of the good Frontier, but ended up with something different. Now, a year later, people have a better idea of what to expect, so when they get treated the same way as they did a year ago, they don't complain about it.

Even Frontier seems to acknowledge that factor, in a PR-friendly way.