Paying unrestricted full fare for First Class TATL appears to be a $10K-13K roundtrip per person proposition. There are apparently cost effective alternatives with a much higher service level.

Every week or so I get solicited for TATL private jet, Gulfstream IV capacity of maybe 10 or more, costing under $40K all in. At this rate, the cost per person is $8K roundtrip or LESS THAN UA First Class. Does this make sense? Should United care about this kind of alternative service?