This makes total sense to me! Not surprised one bit and I believe it.
This year with the changes I've been seeing a ton of space in the J cabins while flying. Why not get people to tell you how much they are willing to pay extra to be up there and then decide if you want to take it or not? Great way for some extra revenue that's at your discretion to take or not.
As ffsim pointed out, R games and all.