I am in favour of the non-stop flight. I have flown the 19 hour trip from SIN-LAX. At first it seemed really a daunting flight for a 6' 4" guy in EY. But SIA had increased seat pitch, width, leg space, TV screen and threw a bar in the back so people could socialize and get very pissed!!!
Remember aircraft tech. stopping in Japan will burn considerably more fuel on their extra taxi and climb. Plus the airline will have to pay for the extra landing fees and ground personnel. whereas the non-stop removes these factors.
Boeing's solution of sending a squadron of aircraft to satisfy demand on a long haul route is seriously flawed.
Case in point, CX has three flights a day HKG-LHR. Two of their flights depart half an hour apart and are always over booked!!! Why? because that is when people want to fly. No-one wants to do the day flight (often carries pax unable to get on the night flights), which is extremely tough on the body. Therefore a large aircraft like the A380 is needed.
The squadron of aircraft works well for the short haul business, offering people different times of day to arrive and it is not a slog like long haul.