NZ uses the same hard product (the seat) as Virgin does...

As usual - down to the delivery in service.

And to avoid paying APD I presume we've all worked out heading to a 3rd party EU destination (lets say... Dublin), then starting your journey there kneecaps the £40/£80 APD (which is going up on 1st November)...

Like any product - you takes your choice - be that with UA and their E+, BA and their WTP or Virgin's Premium Economy

(and it's still a crying shame that BMI had to withdraw from the USA - now there was a PE product that could wipe BA's WTP, UA's E+ and VS's PE..... 50" Seat pitch... to start with