Cathay are indeed moving to 10x, but they won't be starting their refurbishments until 2017- plus initially most planes will just fly regionally.
Quite an interesting graphic here.
Hong Kong?s Cathay Pacific to introduce 10-abreast seating in its Boeing planes | South China Morning Post
BA are just following world trends. It probably won't shock you that Asia's two worst (big) performing carriers are both 3-3-3 carriers. Plus most competition going south or east is from the Gulf, who all fly 3-4-3.