Despite running it for 6 years ex-PHL, when they canceled it Parker said it was never a money maker, and lost $20M in the final year. I would think East coast - TLV would still be a better option for connection options. I can't imagine O&D from DFW is stronger, so I guess they'll be relying on connections from points West/Central.
I'd also think that the east coast would make more sense for O&D, although Florida and NYC fliers would still have had to make their way to Philly and maybe those folks just prefer to take BA flights (which from a JV perspective are the same to AA coffers).