It's possible that like BA they want to have a consistent J experience across the fleet rather than the 'plane lottery' that you get with AF and KLM.
But I actually think we're seeing such an escalation of expectation when it comes to J that it's tough for these mega corporations and their fairly bureaucratic structures to keep track of it. AF still hasn't got their 'new' J seat rolled out across the fleet. There's a good chance that once the new 'suite' J concepts become common, AF's new J will be outdated before it's even fully rolled out.
LH and BA may have made the call to sit out the J arms race and instead trust on their corporate customer base and route network as their assets.