Have you looked at fares recently? Business class on JFK-LAX/SFO is now in the $4k range r/t (a tad less for VX, a tad more for the others).

Unless you own a hedge fund or have a great corporate discount, it's ridiculous. (Though there are $1k r/t's if you make a stop, but then you only get regular first class).

I would think there definitely has to be a market for an "affordable" nonstop transcon fare. While B6 did say in the WSJ article they'd offer this at a "significant" discount to current market prices, I do have to wonder how they can afford to do that with a lie-flat product (as opposed to a 2x2 recliner that had been discussed in the other thread). Obviously their margins will be lower than the competition. Although, I would guess that the B6 net price (after corporate discount) wouldn't be at *that* much of a discount to the negotiated fares on the legacies.