Premium options are the only way carriers like Jet Blue, Spirit, Southwest, Frontier can make money.
Alaska has leaned into this strategy and has become major player in the US Market.
Jetblue is far from the low cost carrier it started out as. Legacy carriers like United, Delta, and AA are often competitive or better in terms of value, especially in the North East markets.
This has resulted in Jet Blue trimming routes and adding premium options. Among this is a domestic first class product "Junior Mint" to debut in 2026 offering features comparable to other carriers domestic first class product.