https://newsroom.lufthansagroup.com/...3-29983c491477
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Lufthansa and Austrian Airlines make it possible to arrive even faster at the destination: With an Economy Class booking in the preferred seat zone - directly behind the Business or Premium Economy Class and thus closer to the exit.

After SWISS, Lufthansa and Austrian Airlines will also be offering the option of booking a seat in the preferred seat zone in the first rows of Economy Class on their long-haul flights (sales starts 20 February 2018 for travel from 7 March 2018 onwards). The price is based on the distance and ranges from 30 to 50 euros per segment. HON Circle Members and Senators can reserve a seat free of charge (depending on availability).

unquote

Obviously, LX was making some bucks on that product... But, unlike LX, LH and OS only introduced it on long haul flights.