I'm certainly one customer willing to pay a premium for Economy Plus. I took the A345 nonstop EWR-SIN principally for two reasons: 1) I'm an aviation buff and though it'd be cool to fly the world's longest nonstop (it was); and 2) the Executive Economy product made travelling the the other side of the world eminently more tolerable than standard Cattle Class. I actually enjoyed the flight, even though I wasn't in Raffles.