By giving customers more room, the company wants them to feel like they can "reclaim their own space" while flying onboard the E2 aircraft. The main way Priestmangoode intends on doing that is through their patent-pending passenger focused personal service units (PSU). The PSU is where you find the seatbelt call button, light, air nozzle, oxygen mask, and fasten seatbelt sign.
According to Wired, "most planes have a monolithic unit that spans all the seats in a cluster, which makes installation easier, but also limits the amount of space in the stowage area above it." Priestmangoode's PSU essentially gives more options as to how seats can be arranged, which gives 40 percent more bin space. The panel also sort of looks like an iPhone, which is pretty cool and on trend with current luxury gadgets.