Another angle that is being discussed in this forum is Inflight entertainment. It seems many carriers now are scrambling to get the best systems for their long haul customers. The last thing they want is their customers to be bored.
With the 787 now in full service some are working on 'cabin ambiance' ensuring that the 'mood' lighting is correct for the time of day. They want their customers to feel good at the end of the flight!
Why not try some of the airline review sites like flyertalk, trip advisor etc to see what customers are talking about.