When the tired passengers climbed off the inaugural Qantas direct flight from Australia to London on Sunday, 17 hours in the air had earned them one distinction. Their Boeing 787 had flown further than a Gulfstream G650, the fanciest of private jets, can reach.

Among the privileges of owning a private jet is the freedom to bypass large airport hubs and fly directly to your destination. For this brief period in history, before the aviation elite obtain bigger engines for their Cessnas and Gulfstreams, the economy class has the ultra long distance edge.

So it was puzzling to see the Qantas passengers being treated as if they were climbing Everest or travelling to the moon, needing to be served special hot chocolate on board to boost their melatonin levels and lull them to sleep. Yes, it is uncomfortable to be stuck in an economy seat for that long, but have you hung around an airport recently? It is preferable to get the journey over with as soon as possible.