Actually, I suspect they have determined that they really are losing customers to United's p.s. service, and have decided to take some action to stop it.
The passengers that are buying full fare J and F on these flights, and I do believe that there are more than a few, really do know the difference between products.
Now, having said that, please don't take this post in any way as an attempt at casting doubt on the ability of management to piss away money on a variety of things. It's just that I happen to believe that this investment is a wise one.
I dont. Invest in your people first, because after all if the plane is sitting in a hangar because nobody gives a crap then those seats wont be attracting anybody.