31" is the same as Ryanair, Easyjet, Buzz etc etc. How can you expect people to fly with you in Y when you now have the chance to step ahead of the competition and increase seat pitch. How long will it be before we have a trans atlantic Ryanair ??? People will pay a little more for comfort and for sure it is better to fill a plane with passengers who will pay 5% more to know they will be comfortable when they get off a 10 hour flight