In the early nineties, the best seats on airplanes were still just seats, even if they reclined almost all the way back. Then, in 1995, in first class on some long flights, British Airways introduced seats that turned into fully flat beds, and within a relatively short period airborne sleeping became a potent competitive weapon. The carriers that fly the wealthiest passengers on the longest routes have been especially aggressive about adding comforts, in both first and business (while also often shrinking the seats in economy and squeezing them closer together). A first-class passenger on the upper deck of some Lufthansa 747s gets to hop back and forth between a reclining seat and an adjacent full-length bed. On some of Singapore Airlines’ A380s, a couple traveling in first can combine two “suites” to create an enclosed private room with a double bed and sliding doors. On some flights on Emirates, first-class passengers who make a mess of the treats in their personal minibar can tidy up with a shower before they land.