I was told that back when Qantas was introducing the Skybed Mk1, at the same time as it was seeking to create a mega monopoly in Australasia own a strategic shareholding in Air NZ, it was pushing for NZ to go for the same business seat (back when NZ had recliners in business, had first class in the 747 nose, and economy didn't have individual IFE screens). Air NZ refused, it was working on going fully lie flat, and also wanted to experiment with premium economy - which at the time was thought of as partly a way of absorbing Airpoints upgrades from economy at lower cost, and creating a market segment it thought might exist when BP usurped first and business.