They might have a promotion for Skywards or something like free hotel nights for First/Business passengers but if LAX/SFO are anything like Houston, they were heavily booked from the start with premium passengers so there was no need to offer discounted fares. Even Y seats are difficult to secure. Operating Ultra Long Haul flights requires relatively higher fares. When JFK started they did offer business class seats for 1/2 of the regularly required number of Skywards miles and had quite good availability. EK has already been working the travel industry in California to secure the high paying fare passengers. Time will tell how successful they will be. If fares stay high, then you'll know they are doing well.