Not so much some thought (I think the sommelier is rather thoughtful), but some cash. Indeed the wine quality is embarrassing. Admittedly some will say serving more expensive wines would be serving pearls to pigs. But then the same would hold when I serve wine to gusts at home. Yet I won't serve wine that I don't drink myself, even knowing that my standards are very likely higher. At the end of the day, a matter of face. In a sense AC is losing us Canadians face with travellers who know better. For the sake of a few pennies. OTOH in the Signature Lounge, wines are quite decent. So my guess is they still reason as if the J cabin is filled with bottom feeders on upgrades... (Still a bottom feeder myself, and proud of it. But most of the time no longer on upgrades, just cheap P.)