I've been loyal DM for CX's MPC for many years. I just tried to book J class to LHR on 6 January. The quoted price was HK$37k, vs HK$25k for Virgin and HK$26k for BA. Even brand loyalty can't stand up against a 40-50% higher fare! I understand the need to be profitable, but surely the constant lifting of fares, while at the same time reducing service standards in order to pull down costs is being taken too far...