Whilst it may be another bell and whistle to add, there isn't to much risk with this.
All the punters are getting is lounge access (which they already to with corp plus fares) and the 2-2 seating. If they cant sell t he 2-2 seating it goes to 3-3. Hence why it is a very clever low risk way of increasing revenue.
No wonder airlines in Europe have been using it for J for years! (oh and QF still flog it as J on the 737-400's!)