This thread is revealing. There are a few BA fans who insist that BA is following published rules -- however obscurely those rules are published -- which makes everything OK.

But it doesn't. Other airlines care about my lifetime relationship with them, and BA only seems to care during the hours when I am paying full-fare first class. Evidence? When traveling on a discounted fare, even as a high-status oneworld person:

• BA lounge policy of one guest (lots of fun when travel includes mother-in-law )
• One free bag
• The fractional or zero mileage accrual
• Near-impossibility of standby for earlier connections, or other flight changes, even with no bags
• The Gotcha -- what seems to be vigorous joy by BA employees when they get to enforce these arbitrary choices.

The reason this is a terrible strategy is that most people fly on a mix of fares, and surely don't like being treated as second-class citizens when they occasionally buy cheaper fares that are, after all, offered by the airline in the first place.

If you want more of my business, stop playing "gotcha" with me, BA. Conform to the best FF programs around. Or decide that you can fill T5 with people ignorant of price and value. Or just declare yourself an LCC. But stop making me guess what service you are offering me.