I sort of agree. Leaving aside the tendency of over-doing things (ambitious ideas that never work like New Club World service all hand-run, or some of the menu choices), there's the ROIC of investing in it. Experiments like the Etihad apartments, studios or whatever they are have proved that the cost outweights the benefits. If you have so much money to splurge on flights I'd guess that you'll go private. A middle ground of sorts could be something like Lufthansa and AF do. The seats aren't massively different from the newest one with the doors on the 77W; then you can put in some transfer to the plane on a plush car (I kind of like the idea of pimping the electric London taxis); you could even do a First class terminal detached from the rest of the building: the SAA building, for instance, could be used although the idea of actually edible food being served in there makes me feel really strange.