People here are moaning like they are going to be forced to endure this product at gunpoint.    As long as people know upfront what they are getting and there are other choices available, I don't see the issue.   Pay a few extra bucks for economy plus if it bothers you.  

They should order some, wait 5 years for delivery, and then use them on one route.  Sound plan. 

It's not the same thing, a PIN is just a number - which I believe is the OP's point, and has been an irritant of mine with Qantas (and ING Direct) for ages.   It's completely inappropriate for a reputable company to just have a four digit number allowed to access private account information....

Agree 100%.   I'm also tall and broad shouldered, and those 787 seats are the worst.  Whoever designed that horrible wing flap must be a tiny petite person.  It provides little privacy so it just doesn't need to be there.    I need an appointment with the chiro by the tim...

People who don't think this will work have clearly never had to fly from Adelaide to a US city, and do the god awful bus transfer in Sydney, and again in LAX.    United aren't going to throw a 787 at a new route without doing their sums.