Here's what I just can't seem to wrap my noggin around:

YYZ-HKG = 7810 miles, Fuel sc = $190
YYZ-LHR = 3556 miles, Fuel sc = $250

So, per passenger, it costs $60 more to go 4254 miles less. Heck, there's even a headwind all the way to HKG, for pete's sake!