Or look at Lufthansa's investment in its first-class terminal at FRA, and in the 747-8. They like other things about that plane, but they especially like the fact that it has room for more premium seats, and Lufthansa's image right now is that of Europe's premium airline.
Not sure whether AA can match that for the US -- especially depending on the merger -- but they seem to be heading in that direction, certainly.
The development of the Flagship Lounges (based on revenue generation, as opposed to status) by American is strong proof of your thesis.