I think they should go all out, and put flat-beds in J. If they want to attract business, and launch new long haul routes, and develop DUB into a hub, they need to give people a reason to want to fly with them. They can pack their flights with economy passengers, as they have mastered low fares in that cabin. But J class want more! If they want to get people flying to/from US and onto Europe, they must realise they are up against BA, VS, CO, AF etc.