Qantas, is putting bars in their business and First Cabins, and on the UCS website, it says All-Nippon Airways has one! I hope no other airline puts in-flight massages onboard otherwise VS will not be able to offer the extras that make Upper Class Up-a-Class from other airlines! Or do you think Virgin will continue to do new ideas exclusive for them to continue to stay ahead! I know the new Suite seat is the largest Biz flat bed, and one of the largest First Class beds, but VS were famous for their exclusive bars!
A lot of innovations that have been introduced by VS have been brought in by other airlines. Some of them (seatback TVs in economy, for example) have bencome industry standards.
I would hope that VS will continue to be at the cutting edge in passenger facilities - the suites and new Clubhouses are seemingly proof that they will try their best.
Nick