Techman:
To be honest your explanation hadn't occurred to me. It's the same colour upholstery as the old seat, it looks like a generic business class seat - but you are absolutely right. I looked at the SN site again (link above) and found that under "campaign" they tell the story of how they took the pictures (shipped an old seat to South Africa, put it in a cage, covered it in meat and then let some lions loose!).
But even knowing what it represents, I still find it rather an odd image. I'm a frequent long-haul business class traveller, but not on SN, so I didn't spot the difference in seats. How many people glancing at that picture are going to notice the difference and put 2 and 2 together?
Maybe I'm just a bit slow...
