Well, QF's domestic J offering is quite similar to AA's domestic 2-class service -- it's certainly much better than any of the J in Europe. It all really comes down to why AA (and other US airlines) market the front cabin of 2-class domestic flights as First. It's particularly interesting since domestic Business is better than 2-class domestic First. The argument has been made that AA F is much better than European J, hence "First", which is certainly true in terms of comfort, but obviously that argument falls apart when comparing to short/med-haul flights in Asia and Australia.