Airlines saying there's no market for F is like auto companies saying there's no market for station wagons. Stop building them, or build only a few ones and do it badly, and then proclaim the market is dead and you all have to buy SUVs now.

There will always be a market for a superpremium cabin, especially as J cabins get larger and less exclusive -- the J decks on A380s are cavernous and house many dozens of passengers. Not what a film star or CEO wants, and contrary to some views they do not all, or always, fly private.

That said there are few airlines left that can muster the service ethic, investment, and commitment to deliver a true international F product -- certainly none of the American ones, and perhaps only LH in Europe. The top ME and Asian carriers will dominate this (admittedly dwindling) market segment in future not only because their native customers want and can afford it but because they are culturally equipped to deliver it.