Re: Flat seats?
Generally because to fit in the same number of flat seats as slightly inclined seats you need to reduce the number of seats or adopt some strange cabin layouts. BA and Virgin have fully flat but with odd layouts. However, I beleieve that BA has decided that backwards facing seats are disliked more than non-flat beds, and that their next generation Club World will get rid of them.
zed3 - as a CX FF I have been involved in some of their next generation seat-testing (for F as it happens). It is a long and detailed process involving spending many hours in the seats doing all the things one would do in flight (eat, read, watch movies), with electronic pads measuring pressure on the body/seat at different seating positions, and detailed questioing on customer perrceptions.