It's a truism that today's business class is become as good as first class used to be – sufficiently so that we're seeing many airlines wind back or abandon first class altogether.
So here's a twist from Korean Air: its new Boeing 787-9 sports exactly the same seat in business class and first class.
This is Korean Air's Boeing 787 first class 'Sleeper First' berth (shown here on the SkyTeam member's Airbus A330 fleet).
And here is Korean Air's Boeing 787 'Prestige Suite Business' seat.
It's a bit like those 'spot the difference' guessing games except there's no difference to spot.
Same design (seat geeks will recognise it as the Apex 'super first class suites' from B/E Aerospace). Same dimensions. Same slightly staggered 2-2-2 layout in both cabins.
Same everything, really, except that the six first class pods get a 23 inch video display compared to 21 inches of the 18 business class seats (below).
Clearly, the many extra thousands of dollars you pay to sit at the pointy end of the Dreamliner has got to deliver more than two diagonal inches of video screen.
A spokesperson for Korean Air alluded to "special services provided only for First Class passengers."
"Just one example would be that only first class passengers are provided with comfort clothes for sleeping and premium bedding service" the spokesperson told Australian Business Traveller. "The kinds of In-flight meals are of course very different."
If this leaves first class flyers feeling a little underwhelmed, at least it's good news for those in business class who will be ensconced in what's effectively a first class suite.
Korean Air is getting 10 of the long-range Dreamliners: five this year (the first has just arrived) and five more by 2019.
They'll fly from Seoul to Toronto from June 2017, with Los Angeles, Madrid and Zurich to follow later in the year. Seattle, Las Vegas and Barcelona are also on the roadmap.
However, the airline tells Australian Business Traveller that it has no plans to restart the Seoul-Melbourne route which it shuttered in March 2013 – its Boeing 787 fleet will be used to drive higher flight frequencies to existing destinations rather than open up new routes.