Well that's part of the reason WHY they confirm you in first. They want you to connect via their hub -- pay the same big bucks for a full fare coach ticket on either airline-- but get into first as your 'reward' for connecting. Obviously all other things considered most people would take the non-stop... hence even the playing field.

This audience of course is not your typical flier I know I've passed up many many non-stops to fly on my preferred airline.