The FAA regs are written in blood. I've flown 18 hour days in the Military. So what? We didn't have passengers paying for transportation in the back either.
They expect and deserve a crew that's rested and sharp. You give one airline 11 hours and they'll all want it. What then? 12? 14? Or the Military standard, 18?
No thanks. The FAA regs are just fine where they are, thank you very much. And B6 should be heavily fined for experimenting with passengers on board. You want to do studies? Hire a sim and put them in there for 12 hours at a crack. Don't do it with Ma and Pa Kettle in the back.
Of course, if you're B6, you sell Ma and Pa's personal information to the highest bidder, so you don't have much respect for them anyway.