BA and Virgin are the only airlines to offer fully flat (i.e. horizontal) seats in business class. The BA
seat is skinnyish, but the (patented) face forward/backwards design facilitated getting the bed. In general, regular fliers would rather have BA
over any other business class seat (although the VS
UCS is as good, some say better). The actual product delivery is obviously more personal i.e. you are either more Virgin or BA
are also addressing the hardness of the cushions.
The reason that BA
are such innovators in the cabin is because they are, essentially, two incumbents competing against each other which most other carriers, certainly in Europe, have not had to face. That's why VS
introduced the UCS - nobody wanted to fly on the J2000. You had to be in embryo position to get even half comfortable.