Maybe I am missing something but when I looked into re-routing my ticket I ended up on a eurobusiness A320 for the LHR-HEL sector which is still a 3Hr flight and is surely far worse again than even the HiFly product.
I flew on a UL A340 some years ago and whilst the J cabin might not be current generation, it is still perfectly comfortable. Whilst i was keen to get the additional BA sectors I decided to just stick with HiFly, I guess time will tell if this was wise or not :-)