I've often thought it strange that KLM basically doesn't sell discount business class tickets on short haul. The prices are always incredibly high (well above the £250ish Club Europe fares that I'll happily pay for on BA). They do offer very frequent POUG offers and "silent" upgrade offers (where you can choose a seat in Business Class at OLCI for a reduced fee), but these typically aren't great value as you don't get any additional XP. I will occasionally bite on a long sector such as AMS-LIS, if the price is right.

I find them much more competitive on long haul business class fares.

Honestly, most KLM short haul flights are so short that I'm happy to fly economy within Europe. With status, you already get most of the business class perks and the service is relatively good in the back (they haven't gone BOB - you can still get a free drink and something approximating food). On the Cityhopper flights in particular, J buys you very little - they don't block adjacent seats, so all you get is the infamous "shoebox salad" and your drinks served in glassware instead of plastic. An empty middle seat and a hot meal on a 737 from AMS-MAD or AMS-LIS does make for a more comfortable flight though...