It's completely miserable on a transpacific because I arrive so very exhausted.
Still, business is WILDLY more expensive. There's no intermediate step to paying several times more. Is actually sleeping worth a few hundred dollars to me? Yes. A few thousand? No.
But in a lay-flat seat, I can easily sleep for 7 - 8 hours (though still need a couple glasses of wine to kick-start it since bedtime on the plane doesn't usually coincide with my body's clock)
A quick look on the Uk-singapore route shows business as 5 times the price as economy.
Also, let not forget Air NZ joke biz class...
That said I am keen for them to do 20hr flight direct to Europe. Somewhere like Istanbul, Poland or Finland seems feasible from what I researched.
Also, here as a couple, you might have this just for 50% more (booking 3 seats instead of 2; assuming price per seat is the same)
Example:
JFK to FRA, business class, A380 lie flat: $1,996USD
https://www.flyertalk.com/forum/premium-fare-deals/1894422-s...
That’s only a 2.3x multiple of the $875 economy fare.
Not many people will pay for business on their own dime (business class generally not worth the multiplier -- it's a captive market for consultants and the wealthy), but some might consider buying an extra seat an extra seat if the price is right.