My tuppence.
A lot of us have had a problem with BA's in-flight entertainment systems on l/h and have been given 'by way of apology' a very generous 5,000 / 10,000 / 15,000 BA miles. Indeed the feedback loop is so good that CC provide a form and no short note from the customer (a la BBB to John Lewis above) to BA CS is necessary to flag the problem.

The problem then comes when we customers feedback a non Ents issue. BA CS often fall well short of the expectation from the Ents situation. Firstly, the CS responses can be impersonal, secondly any suggestions as to how BA might have done better are not acknowledged or addressed and thirdly any BA miles proffered seem diminshing compared with the Ents generosity.
Each of these three issues has persisted for some time now.

A reduction in the Ents BA mile hand-outs is probably overdue and would at least help re-balance expectations. 5,000 BA miles for no food versus 15,000 for no ents is bound to wind up CW customers.