I think a more rational way to pose the question, is, when using cash money, why doesn't business class cost something like 1.5-2X the undiscounted coach fare, and 4-5X the discounted coach fare, rather than ~10X the discounted coach fare. It's my belief that, as they are priced nowadays, the VAST majority of business class and first class tickets are sold as upgrades and perks to elite status FFs, with miles, rather than on a cash basis. I don't perceive that the FF-mile price of these seats is out of line, I DO perceive that the cash price of these seats is out of line.