LAX to LHR for example:

First class - $270 (easy to get a first class seat)
Business class - $195 (tougher to get than first class)
Coach class - $145

Yes, this is money, but I look at it like this. If I had to PAY for a first class seat to London from LAX, I'd spend $7,192 for that same seat. $270 is a steal, as far as I'm concerned. I gladly pay it.