I agree with you FDOS - it's on the longer flights that it really matters.

With that in mind though, the majority of BA's s/h flights are 2-3 hours or less (I am in AMS at the moment waiting for flight back and it was 45 mins on way here) so I guess BA are largely catering for those (unlike in the US, where transcon flights / 3-4-5 hour flights are quite normal hence a better seat in F really making a difference between back and front of plane).

as we say, let's see how they work out. I was on the ex BMI 319 and I don't particular like those seats (they don't look and feel as comfy as the old ones) but the pictures of the new ones look a bit more classy.