At least BA are up front about the costs you have to pay. They even make things clear (unlike some others). Anyway I would say that, despite the wailing and gnashing of teeth sometimes seen here, BA does rather well out of this forum. A lot of people have been introduced to the comfier classes and now tend to book their travel ensuring that more curtains are behind them rather than in front. Indeed this board tends to encourage this!
I would like to contrast that to a sporting event that I registered on recently that presented me with a sum of money owed and a pay button. After I had hit the button the next page informed me that they had also extracted a £5.95 admin fee. Not even Ryanair do that!