But as the world gets richer, the airlines will want to tempt more people to part with money to travel in Business. Therefore, it could make sense to keep business as a product that considers comfort whilst trying to make economy as cheap as possible for people who buy according to price alone - but make it pretty uncomfortable, thereby encouraging upgrades.

You could make Y more comfortable by installing couchette type accommodation for long flights like the crew rest areas. Lie flat all the way. I saw a website that showed it to be possible, but it surmised that it would torpedo the market for the J and F fares.