As the world's first non-stop flight to Europe takes off, our minds turn inevitably to one thing the airlines can't seem to conquer: jet lag.
Sure, we know you're supposed to kick it into touch by drinking lots of water, moving around the cabin and laying off the alcohol - which quite frankly is the only thing that makes the whole shebang bearable.
But given most of the elements that make us feel so awful (recycled air, over-salty food served at random times, cramped quarters) are out of our control, shouldn't the airlines be stepping in?
Good news: they finally are - even in cattle class.
Everything from the menu to the cabin temperature is being considered by airlines, who already turn down lighting to encourage passengers to sleep at the appropriate time for their destination.
Qantas's menu for its new Perth to London flight, created by chef Neil Perry, includes food rich in tryptophan, a natural amino acid that helps you fall asleep. They've added it to the hot chocolate, and it's naturally present in the barramundi and chicken dishes that are offered.
Meals are now served at more appropriate times, too.
Other airlines are getting in on the act.
Deutsche Lufthansa has no fewer than 24 light settings to help passengers either wake up or fall asleep, depending on the time zone they're heading to.
Cathay Pacific has linked up with a yoga company to encourage passengers to stretch out and keep the blood flowing during flights.
And now plane manufacturers are doing their bit, too, with Airbus and Boeing both offering planes with cleaner air and greater humidity, both of which increase comfort and lessen jet lag.
Sadly, no word on whether seat pitches will be increased to allow passengers to get the one thing guaranteed to knock jet lag on the head: a good night's sleep.
Source: Travel Nine