Is a further inference here that AWC have effectively sold part of the 1st class capacity on a merchant basis to Seatfrog? Ie. Seat Frog take the risk on volume/price, whereas AWC get a guaranteed price whether there is a pax or not. This arrangement is still fairly common in the business hotel sector, with hotels agreeing minimum prices they are prepared to let the agents sell the inventory for but avoid the hassle of selling it directly via their own reservations systems and hotels.
More particularly, are AWC trying to make the Seatfrog business fly, rather than stewarding their own?
This kind of seat reservation experience is just too complicated, made more so by the collapse of T-12 (remember that?).... Only the legendary fictional character, A P Herbert, could understand it and, in my experience, this set up leaves most ordinary members of the public ever more bemused than they were when they had the crazy idea of trying to book a premium travel expeience by rail in the first place!
Not even BA manages to create something this complicated (although doubtless they are working on it somewhere...!)