Oh, I think it's a "decent" business class product, as do all the carriers, evidently. KL's "Europe Select" five-to-a-row cramfest aside, I find it universally comfortable enough. JK serves a light meal on a 50-minute domestic flight, and I'm sure most other carriers to in C as well.
It's about the flexibility of the fare, earning more points, lounge access, and other tangibles more than the width of the seat.