Indeed GMDS - but I was referring to 773, not 773ER - big difference in capability.. In fact I believe EK got the ER specifically to carry payload on the 7 hour flights, rather than use it for ULR such as JFK.
I think too that with the big increase in passenger numbers then the 380 is a REQUIREMENT on many routes, especially out of places like LHR, JFK, FRA, CDG etc. No point having a second service if you can't get the slot - and traffic is growing everywhere.
Also the other benefit of economy of scale is that you can in fact reduce ticket prices and benefit by carrying yet more people. Ok, lower yield per person but if you can encourage an extra 50 people to fly who wouldn't have done so previously then you probably will end up making more money! Although I'm not aware of figures - being just an aviator
