The profusion of £199 / £249 fares across the Atlantic has been enabled by the ever increasing numbers of seats in the back of aeroplanes.
Remove seats, fares go up.
So airlines are currently offering passengers a choice. If you want more space, pay for it. If you're prepared to be uncomfortable for what is a tiny, tiny time proportion of your overall holiday, don't pay for it and take the cheap fare.
Personally, I'd rather this choice rather than the airlines removing seats and raising fares and forcing me to pay extra.