I forgot about flybe.

So, 3 no-frills airlines in the UK have Flexible fares
* BA (Y/B/H: free food, double loyalty points, free advanced seat, free bag, flexible)
* Flybe (Plus, free food, double loyalty points, free advanced seat, free bag, lounge, fast-track security, flexible)
* Easyjet (Flexi, free seat, free bag, priority boarding, flexible)

So, 2 no-frills airlines in the UK have Normal fares
* BA (<H, free food, loyalty points, free seat, free bag, inflexible)
* Flybe (New Economy, free food, free advanced seat, free bag, inflexible)

And "hand baggage only fares"
* BA (free food, loyalty points)
* Flybe (free seat, loyalty points)
* Easyjet (free seat, sort-of flexible)

I'm struggling to see a difference, especially for <Silvers. It seems Flybe have the best flexible product, and flybe or easyjet have the best hand baggage product. BA wins with frequent intercontinetal flyers and people that travel in "business"