Can't agree with some of the posts about the 77W seat not being as good as BA's F seat - it's every bit as good but the ICE entertainment system on EK wins by a mile. Agree that the 345 suite is the best F product in the sky, IMHO. Service is a bit patchy I reckon - it can be easily as good as BA if not better, but can also be indifferent, depending on the crew. The biggest problem I have encountered with EK is baggage, probably because we use them mainly between SYD and AKL and both ends are handled by agents who seem to delight in leaving our bags on until the airports are about to close . Added value items like chauffeur drive make EK de rigeur for us. It's definitely a real F product though on the 77W and 345, to answer the OP's question in part.