Shareholder value guys. For their sake I hope they don't fly LH or have to put up with their WAGs complaining about it.
I hadn't flown LH for a while so I was shocked at how bad the seats were even in the exit rows when used to BA even with their own new cabins. Crew still find it as laughable as I do and there are numerous pillows deployed throughout the cabin to ease the park bench seating (except park benches have unlimited leg and knee room)
SEN lounge food has convinced me to ease back my BA complaints a bit too. Dreadful.