I feel obliged to defend BA here.

Over the Christmas period my father in law and partner wanted to return early from LA as his mother was on her deathbed in hospital.

We looked at purchasing a new ticket, amending the current booking and calling the sales line. These options would have cost about £600 per person.

However, after a short call to customer services they changed the ticket to a flight later that day free of charge.

I make that a 100% discount. So it appears that BA can be just as generous as the beardy one if not more so.