We just hired a guy who worked the last few years at HP, and they had him traveling internationally once a week (out and back) on flights routinely 10 hours or more. And they would only pay for coach. He has a crazy number of frequent flier miles, but damn, I wouldn't have lasted nearly that long before finding another place to work. Even premium economy, while much better than plain coach, is cramped and terrible when you're stuck in it for more than half a day.