Carnage, well said. I have lost count of the number of times that inflight rest on short trans-Atlantic sectors (JFK in particular) has started within 90 minutes of wheels up. It is a sad truth within BA that the Number 1 priority is horizontal rest reather than the "superior" service we claim to provide.
Ask any punter who has experienced Singapore, Ethiad, Jet Airways if they think that crew are worth the extra expense.