It depends on your priorities. The new QF 738 J seat is wider than the EK J seat (or LA or NZ for that matter) but has less leg room (though ample, esp. for that flight duration). Flight times are a bit inconvenient for LA and even EK, so the comparable choice is really NZ vs. QF; making for a closely competitive product. And how much longer will EK continue to offer a low cost premium service on this route? Is it worth the cycle time for them?