It’s not really that because the initial branding was BusinessElite. Arguably Continental’s BusinessFirst (which pre-dates BE) was more “confusing” but it was in fact a hybrid between business and first classes as they existed at the time. Then at some point DL management got full of themselves and rebranded BE to DeltaOne. At the end of the day, though, the people that are confused as to whether it’s first or business class are generally the same people that don’t *really* understand the difference between first and business class (which is most occasional flyers). And of course some of that is due to the general branding of domestic premium cabins as “first class.”