There are many people, particularly (though not exclusively) those employed by public sector bodies, who get business/first class travel as part of their employment contracts. They never really see the cost of their tickets, just indent for them and go. The commercial teams of carriers find them to be a significant traffic flow, maybe confined to certain times of the week (hence the convertible seating). They have also found that this high-revenue flow continues despite the dumbing-down of the service standards. In fact if there was nothing at all extra, some of this traffic would continue, just for the prestige back in the office that they "travel business".