I think that this is a great idea.
Lie-flat beds in First and Business Class cabins are great, I'm sure1, but most people are never going to be able to afford those seats.
This won't be free, of course, and I doubt it will be cheap. But it will be cheaper, and people are often willing to pay somewhat more for improved comfort over the course of a 15+ hour flight like the one from Auckland to Los Angeles.
1 While I've had premium-class seats on numerous airlines over the years, I haven't had the opportunity to try out one of the recent generation of lie-flat beds.