If Dell can do it with their XPS 13, I don't see why Apple can't with their MBA.
The XPS 13 runs the same class of processor as the MBA, yet has a much higher res display and is quite a bit lighter.
I agree there should be no reason for such a crap screen on a MBA.
I believe, as someone above me also said, that they are phasing out the MBA soon because the pro is basically the same and the MacBook is the ultimate in thinness and lightness.
There is hardly a reason these days to get a MBA, even if it had a Retina display.