It's an "offer". That dosen't mean it's the best offer for everyone but it may be the best offer a particular individual or organisation can get.
I am flying to Narita soon with VS on flexible business fare. The BA fare is circa £4800. My corporate fare is less than £3700, plus I get all the transport facilities at both ends...worth at least £500 for me as I live 220 miles round trip from LHR and then 2 x Narita/Shinjuku return. Of course, the only reason I get this is because we spend a lot of money with VS.
However, if people are prepared to shop around and visit online consolidators, deal for individuals are there. EG for £3900, you can fly First to Narita with Cathay via HK if prepared to add a few hours to the trip.