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"Lufthansa has invested quite a bit of money in keeping a first-class product because a lot of airlines are moving out of first-class where there is not enough traffic to warrant it, " says Buckenburg.
CNN: First-class vs. business: Is it worth the extra cost?
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The other part of the equation is students can use the savings in the classes they care less strongly about, to buy a first-class, artisanal product for the subjects that are most important to them.
FORBES: Walmart State College
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RESPONSE- United has not been playing catch up as they were the first American Carrier to offer a lie flat business class product in 3 cabin Business, which makes me believe you were originally a Continental flier if you were unaware of this.
FORBES: United Airlines Ups The Ante On Premium Services