I don't think any of this is that new. Singapore, Tokyo and the like have always been popular redemption routes. The 787s have reduced premium capacity but overall I understand that corporate travellers, especially in the tech space, are happily paying full fare for these cabins and travellers are a lot more alert to grabbing a deal at the right time - the social media effect! If you can't get a redemption seat, maybe use the BA cheapest fares filter, be flexible and base your travel plans around the cheap fare dates.

There is possibly a displacement effect in play with leisure travellers maybe avoiding the US and opting for destinations that are all over social media at the moment (namely Japan, especially with the excellent Yen rates) but redemption to these popular destinations has become very competitive as more people want to feel exclusive up front - Instagram users need that champagne and business class seat money shot!