Heritage is important in this world of commodities. The race to the bottom is not one worth winning. Creating a sense and feeling of style and differentiation and not a me too is worth doing.

The title Purser speaks to an audience and customer base that is looking for a distinctly British style and experience. It needn't be that they necessarily understand the term but the experience they are looking for when choosing British Airways (and not a bus company) is altogether different and cast in heritage.

That is the point. The heritage - the Britishness if you will - and it's pomp and circumstance is part of the experience. Improvements in service can and should always be made but changing a job title and, in it, dumbing it down is not a good move.

Almost completely wastes the good-will that was generated with the heritage positioning that was started last year.

No, build on that heritage, make the experience better, add more wherever possible, ensure that a career path is present so that the best go forward and create an even better future for everyone.