BA J is focussed on basically putting pax in and out, without much regard for world best in comfort or so on. People are probably in BA J on an expense account anyway, otherwise previously quite a few Avios burns, so as long as they get some sort of flat seat with a more human meal than Y, they couldn't care more or less.
The amenity kits have gradually gone to reflect this, though I'm not sure what's worse - the current drawstring shoebag, or the older Elemis zip pouch.
Mostly amenity kits of style are going the way of the dodo these days, though it's not a consistent downward trajectory across the globe.
What is interesting is whether people really do keep their kits. I've walked through a cabin at times with even nice mini-Rimowa suitcase style kits have been distributed... and left behind, contents merely ransacked. Finnair must have kind of caught onto this, as their amenity kit container is not intended to be retained (if I remember correctly, unless they have changed). In this case, the accessories have been given for comfort use but not for keepsake.
People may not like the current QF J kits by the Spades, but the male ones make for reliable cases; good for throwing in a few things that need to go with you, cables, adapters or the like. Most women seem to like the Kate Spade bag designs.
Many Business Class cases are getting quite minimal. NH comes to mind, as does UA, though UA changed things up a bit with their metal pencil case style collectable amenity kits.
And of course, no one can forget SQ Business. Often regarded as one of the best Business Class products in the world, with almost no amenity kit to speak of. Yes, there are many amenities available in the bathrooms, usually of acceptable quality....
The focus is certainly weaning off a keepsake and more just some products for you to use, preferably during your flight.