I think there is a lot there that resonates if you have ever had to complain about BA services: the responses you get from BA are apalling - as the writer says - responses from BA to complaints almost invariably look like a more or less random set of canned paragraphs put together by some poor individual sitting in a call centre (who most likely hasn't even the vaguest understanding of what travelling on BA is actually like).
To me at least these kinds of responses really do send out the message that 'we are really far too busy to respond to your complaint properly; so please take a few miles and stop bothering us.' That's fine if that's how BA wants to treat it's customers but they should probably then make it clear what they actually mean by 'To Fly, To Serve'.