Airbus is keen to work with Boeing on a standard for measuring seat comfort.
Passenger comfort, you say, do the airframers really give a damn? Well, apparently they do. And they will be discussing it at the forthcoming WAEA IFE/seats single focus workshop in Hamburg. (Whether or not your hometown airline gives a damn is a different matter entirely.)
To understand what influences passenger comfort, especially in advance of the workshop, check out interiors expert Prof.Peter Vink's two recent presentations on the subject.