I must be in a serious minority 'cos I fly three + return trips a year in First, paid for by me. Why? Well I get some serious peace and quiet; I get looked after; I don't have to suffer my neighbour's enthusiasm for finding out who I am or why I am travelling; I am going 12+ hours for a very short stay and I need the sleep. Yes it's a heap of cash but look at how much people spend on boats, horses, fancy cars etc. I choose to spend it on travel. My choice. My money.