For me -- and I suspect many others -- the huge difference in having a true lie-flat vs. NGBC is for longhaul when sleep is a huge deal, not for transcon when sleep is not usually a huge deal. I am fine with NGBC for LAX-JFK, and there's a good case for more upgrades. But I will sacrifice miles and (potentially status) to fly BA LAX-LHR so I can feel good when I get off the plane in London after a good night's sleep (which doesn't happen for me in NGBC). For what it's worth, I think the best non-status upgrade deal in the entire airline industry is the MFU from WT+ to CW on BA.

AA needs a competitive lie-flat for longhaul in J. The F product doesn't satisfy that "problem."