EK has been conducting ULR for about 10s in the scheme of things. Unless you've done it for at least ten years of your career then I reckon you're blowing smoke out of your bum. I love the idea of doing all my flying on long trips so I can get the time off but the way EK does it is both unprofessional and immature and the people that agree with these policies reflect that.
All these wheels have been invented. There is no innovation in this stuff just bent machinery.