The dogfight between Qantas and Virgin Australia for business travellers has borne sweet fruit, as competition so often does.
A case in point: the east-west route which criss-crosses Australia in a five hour trek between the eastern capitals and Perth.
Both airlines are batting for a larger slice of this popular and profitable market.
The result of this transcontinental turf war is that Australia's east-west route is now graced by some of the world's best domestic business class seats, eclipsing what many international airlines fly.
But it's not just about the seats.
Qantas and Virgin Australia have enlisted named and famed chefs to upgrade inflight meals, while also investing in airport lounges to bookend the overall business travel experience.
So how do they compare? To find out, Australian Business Traveller spent a day zipping between Sydney and Perth on both airlines.
Qantas vs Virgin Australia: the aircraft
Qantas and Virgin Australia both run the long twin-aisle Airbus A330 on most east-west routes, although some flights also see the smaller Boeing 737s.
And both airlines' A330 jets have been upgraded to the latest business class propositions.
For Qantas, that means the Business Suite (which also appears on most international A330 routes and will be seen later this year on the new Qantas Boeing 787 Dreamliner)...
Qantas vs Virgin Australia: the lounges
The business travel experience begins on the ground, with passengers cooling their heels in airport lounges before the flight.
Qantas has upscale business class lounges boasting a cafe-grade breakfast selection including a plate of the day served between 6am and 8am.
On the day Australian Business Traveller flew, Qantas' Sydney business class lounge was serving sautéed mushrooms and goats curd bruschetta.
There's also a hot buffet with scrambled eggs, bacon and mushrooms, bircher muesli and porridge, plus a generous fruit salad bar and a healthy self-service juice station.
Virgin Australia's lounges offer a less extensive breakfast menu including pork chipolatas, baked beans, cereals and fruit salad.
Both airlines have recently opened new lounges at Perth Airport, too.
Virgin's Perth lounge follows the same design as its east coast siblings, with a coffee bar and wine bar, although the design leans towards a sprawling and unvaried open space.
The menu from Virgin's Perth lounge:
Qantas adopted a stunning contemporary design that's a welcome change to the classic corporate cut of Sydney and Melbourne, with two bars serving coffee and wine plus a pizza oven and a layout which provides for several differentiated spaces.
The menu from Qantas' Perth lounge:
Qantas' spread once again has the edge, especially with fresh lounge-made pizza on offer:
Qantas vs Virgin Australia: the seats
Taking to the air, what's best about the Qantas and Virgin Australia transcontinental Business Suite seats is what they have in common.
We're talking wide, comfortable seats with copious legroom, which convert to a fully flat bed if you're desperate for sleep or stuck on the overnight red-eye from Perth.
Each passenger has direct access to the aisle so there's no more stepping over your seat-mate.
Other shared traveller-friendly traits include large 16 inch video screens, AC and USB power sockets and plenty of bench space around the seat to spread out your work.
Virgin Australia's A330 business class seat offers a good degree of privacy due to high curved shell around the seat.
Window seats are angled away from the aisle and towards the window, while the middle seats skew in slightly.
A retractable screen between those paired middle seats can be lowered for chatting with a travelling companion.
All seats in the Qantas Business Suite face straight ahead in a staggered arrangement.
There's more useable space around the seat, including a wide benchtop plus a storage cubby for laptops, books and magazines.
However, it's a bit harder for travellers in middle seats to chat back and forth without leaving forward or sitting bolt upright.
The business class design aesthetic of both airlines is markedly different: Qantas plumped for a pared-back palette of slate, wood and champagne gold...
while Virgin Australia adopted a more BMW-look with black carbon fibre seat shells and silvered trim.
Qantas vs Virgin Australia: the inflight meals
Business travellers can expect a restaurant-grade three-course meal with matching wines, spirits and snacks on their transcontinental trip.
Virgin Australia's partnership with Luke Mangan delivers inflight meals which I personally finder lighter and more rounded than the those of the Qantas-Neil Perry duo.
On my Virgin flight the starter was king prawns with chipotle, corn salsa and coriander.
For mains I chose a red curry duck with jasmine rice, lychee and Thai herbs...
... followed by a cheese plate.
That said, the Qantas flight's starter of cold smoked ocean trout with Asian slaw and wasabi mayonnaise was a winner...
... although the beef proved a little on the dry side.
Virgin's Airbus A330 also boasts a Nespresso coffee machine developed to suit high flight altitudes, so you can finally enjoy cafe-standard coffee above the clouds.
Qantas vs Virgin Australia: the verdict
While the superior lounge experience helps Qantas take the ribbon, Virgin Australia has noticeably closed the gap.
Either way, it's business travellers who are the real winners compared to the pre-Virgin era, with a choice between two premium offerings. Isn't it wonderful what a bit of competition can do?
If you've flown business class with Qantas or Virgin Australia on the east-west route, how do you rate the seats, lounges and service?