I believe this is what happened to HAL. Their "tipping not mandatory" policy wasn't taken seriously (we always tipped on HAL)...now HAL has joined the ranks of the other mass marketed lines.
We have always had excellent service with our Radisson room stewards...but have never asked for anything outside their job description such as running errands. I actually try to take a few minutes before they come in to tidy up a bit so they don't think we're total slobs!