Indeed. There's very little detail on the seat and cabin on the website!

However, to me Silverjet looks interesting. It seems they have the ingredients of a potentially good service. LTN has easy access from the M1 and frequent (and relatively inexpensive!) rail links with Midland Mainline from St Pancras (soon to be home to Eurostar as well) and the East Midlands, and First Capital Connect (formerly Thameslink). Plus if they can put BA to shame with Formula 1 style ultra-fast baggage handling and then hopefully some more competition will make BA sharpen up its act.