Originally Posted by steveholt

If BA charged $4000 and up for business class, I would agree with you. BA J is routinely, even often, available for less than $4K across the pond.

Other airlines do charge for seat selection in J in certain fare classes. QR comes to mind. EK had "special" business class fares that didn't offer seat selection, although I'm not sure if those still exist post-pandemic. LX charges for selecting certain desirable J seats. I'm sure others will have examples, too.