They have been updating systems for a number of years to call these flights "First Class". It's not new at all. Certain systems, like ticket printers and seat map displays, would only look at the fare booking class and call it "Business" class based on JCDIZ booking classes. The fare search listings have been calling them "First" Class for several years now as they look at the actual fare basis codes, not the just fare booking class. If you look at the fare basis codes for these flights, you will see the second to last character in them is an 'F' which designates it as a First Class flight.