First Class, esp in the Middle East, is more than just the relative comfort vs business class. It is a statement, " I am independently wealthy and will travel in the highest class available and segregate myself from the poloi who have to turn right when boarding!" EK understand this well and have created a different service model for those F class of travellers. Not saying everyone has that view I am sure most on this forum will travel F after a careful value calculation, but the real premium revenue comes from the price non sensitive traveller who similarly pays full price for a suite in a London hotel.