Revenue
As a passenger, I'd prefer to have well-rested pilots who can fly and land the plane in any conditions we might encounter.
That said, if AA is focused on making money & retaining customers, and if business-class seats work as pilot rest seats on the 763s, would it be a terrible thing (from a rest perspective) to block out a couple business seats on the 777s for pilot rest? Perhaps business is full much more often than first, though. Also, I can imagine that kind of rest is considered part of the perks for the senior pilots who are flying the triple-7.
-Hayden