We took Zipair from San Francisco and frankly for the price it was fine.  When you pay full business class fare you tend to want to take advantage of all fuss and food and service that`s part of the deal.  And traveling this far (11 hours) and with the time dislocation (leave SF around 5pm, arrive Tokyo around 8pm the next day) the best way to accommodate your body and mind is to sleep a few hours as soon as you take off, then try to stay awake and alert for the remainder in hopes you will be able to sleep when you get to the hotel.  Because the food and drink service in real business class starts early in the flight, I find I stay awake too long and arrive feeling yuck.  With Zipair you bring your own food, bring your own sleeping accoutrements, and bring your own schedule.  The reclining seat is the same as other airlines…so all in all highly recommended.  You pay for the bed and, frankly for being left alone.