True, there is no first class, but its not because of not catering to comfort. These are usually high paying business travellers who would normally sit in business class if it existed, and so they are taking a lesser seat by sitting in a "coach" seat. But, these passengers will not tolerate a cramped seat, even on a short flight. The pitch is usually a bit better than standard coach; the seats are leather instead of cloth; the service is the best domestic service you'll see US Domestic in "coach." All because they know that if they don't offer a great product, passengers will wait half an hour and take the other airline.