IMHO, the main question is whether this is a genuine new revenue generation venture or if it is a very cunning bit of self funding market research.
The company knows how to deal with "cattle class" on short and medium sectors, presumably that knowledge extends to longer, say 6 or so hour runs. What they don't currently know is what works for the discerning business traveller on medium and longer runs. This might be a very good way of carrying out some primary research into that demographic and how they can "Ryanair" that particular group.
After which, the issue for everyone is how, and where, they use that information.
JAS