Well, I think the branding is much less important than what the new service standards are going to be. First is the question of what the 2-class J product will offer, clearly a lot of people like the PMCO BF service (me included). Will that stay the same? And will 3-class J have a similar offering as historical, or an improved offering to put it on par with the 2-class J product.

My biggest worry is that the First class-like elements of the prior BusinessFirst service (appetizer trolley, cheese trolley, desert trolley) will migrate up to 3-class F and disappear altogether from J.

FWIW, AA does not make any differentiation in the branding. They offer First and Business Class internationally. However, the service offering on 2-class J is significantly better than on 3-class J. I personally think the service differentiation is confusing for consumers in the absence of a branding differentiation.