People who fly business class and or fly regularly appreciate a better product, and by all accounts the 787 is a big improvement for passengers, when compared to a 330 or 767!
I flew YYZ-LHR-YYZ on BA 787 set up for 214 seats , on Christmas Eve return Jan 18th, Business ( an upgrade by BA) eastbound and PE westbound. The business lie flat seat was wonderful, the Z setting is to die for in my view. Much of my body weight was transferred to the excellent lumbar support cushion. The PE seat had a poor cushion , my 2012 Ford Focus has a more comfortable seat. The cabin noise was a dramatic improvement . It is a continuous shush , no tremulant or vibration within the sound. The cabin lighting was very easy on the eyes. The fuel burn was very economical . According to one of the pilots who I was able to chat with the burn, was 1.30kg ( ~ $1.30) for each kg of payload for a 7hr 45m sector. For a standard passenger with baggage that is about $122.00.