One also hears all sorts of rumours of high passenger satisfaction beginning to mean that passengers are choosing it over other types. The ride quality does matter.
Frequently passengers have no idea what aircraft they are on! Recently I did MEL-LHR-MEL on a QANTAS A380, in Business and was unimpressed either by comfort or noise.
Talking to A380 pilots I was told one drawback is that when carrying a high pax load it is unable to carry the high value cargo, like Swiftrider, that normally goes on pax aircraft at premium fright rates.