However the "front cabin" on BA is nothing more than a middle seat that folds away and a curtain. For food you get two individually foil-wrapped crisps. When it isn't being used as Club Europe it's just normal economy, you don't get a bigger seat and you don't get more legroom.
That empty middle seat is a huge benefit, though, to the broad-shouldered among us, and those who have to work on board. And the food can be decent on longer routes.
These things may seem trivial, but think about it in terms of what the passenger's day looks like. You're up before 4am to catch a 6:30 or 7am flight. Priority access through the airport is important here. You get on board, and need to ensure you're properly briefed for the day ahead - you also get some breakfast, which is great, that's extra time in bed.
You work a full day on a client/branch/head office site. Whatever. Get back to the airport, and again, get on the plane as soon as possible, so you're maximising your time onsite. You'll probably turn up at the airport an hour before departure, tops.
You can write up what's been discussed and decided that day, send off a bunch of emails for later transmission, and get everything tied up. You get your evening meal on the flight, which happens to be right across your mealtime. That way, when you get home at 9pm, you've at least got a little time to spend with your partner and unwind.
Personally, I can't type on a laptop with 3-across seating (my shoulders are wider than that already). Sure, you can get food at the airport, but you often don't have much time and don't know the airport at all well. So those little touches mean a lot to an absolutely exhausting day.
However, it's been a long time since I was afforded such luxuries! So I fly at less unsociable hours, stay the night before, etc, which probably costs the company as much in terms of time and accommodation, but looks different on the report. Hey-ho.
Also, do bear in mind that a large proportion of those travelling short-haul business class are doing either a) as part of a route deal that gives them a guaranteed upgrade from flexible fare or b) as part of a long-haul itinerary.