Also, while we all know that the versions of things for airlines are not necessarily the same quality, it's harder to say that Delta is commanding a "premium product" with unknown brands.

Put another way, if you were flying Singapore First Class and they gave you "sustainable sparkling wine" vs. the expected Dom or Krug, you'd feel cheated. Vastly different price points, but optics matter in an industry like this.

(FWIW I don't fly D1 international so I have little skin in the game, but if I get the chance to travel overseas, I will be looking at who has the best overall product).