Not so much business class as "one class", and certainly at the beginning there were no C-class trappings at all - no catering, 3-across seating, not even lounges. Furthermore, a significant amount of the traffic was still those connecting, on through tickets, to BA services out of Heathrow, who of course were mostly Y class. One of the changes made was to require those with these connection tickets to check in southbound at a normal 30/40 minutes beforehand, rather than the 10 minutes before at the gate for actual Shuttle users, to make sure they got on the first section of the flight. Returning through Heathrow they just got put on the next flight available in the normal Shuttle way, of course.