Here is why they are trying it for the third time:
http://www.signsandiego.com/news/201...ht-third-time/
"There were also some hefty local incentives for British Airways to return to San Diego. The Regional Airport Authority has granted BA an attractive package that includes $750,000 in marketing incentives over the first two years as well as a 100 percent rebate of landing fees in year one. Half the landing fees will be returned to BA the second year of the contract."