Two points: 1) Logic --- First implies the First (Best) Cabin on the plane. Therefore first is a logical title. 2) Practicality --- Business was an afterthought to First and has been marketed as an in-between. I always think it's superbly weird when there is Business on a plane, but no first. If business is an in-between class, what is it between in such a case? Y and the flight deck? The only downside is annoying airlines who refuse to issue C awards in UA 2 class F, as they try to tell you that only F is available. NO, F IS C. ARGH.