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Good post Hippocampus.
CX however do appear to be rolling out their new seats (business, premium and economy) a lot faster than BA did. The old AA and CX business class seats did have bad reviews, and they needed that quantum leap, but I doubt the new seats will be on every plane, especially with AA.
BA now need to at least plan a quantum leap, but I think we’re coming to the end of major improvement in airline seat design.