Those words, they do not mean what you think they mean.

Its been done to death on here but, hey, it's Friday so we'll do it again - BA missed a huge opportunity to debut new seats on the B787 and A380. These planes were to usher in a new era for BA - out with the old, in with the new. No more creaky 744s and plastic 772s. No more dirty old planes, stuffy interiors and yellowing lighting. All new, brand new! To fly, to serve! Instead, the old premium seats are shoehorned awkwardly into the new planes, albeit with a fabric change and a bigger screen. No change, no innovation.

Of course, you could say that change is expensive and hard, and that designing, implementing and bringing new product takes time, a long time - but both the 787 and the 380 were months (years?) late from the original order - it's not like BA hasn't had the time.

The initial roll out of these planes will take 2-3 years, at least, and of course the order will likely be added to over time. In 3 years time - when the 'new J seat' is apparently due, there'll be a whole fleet of 3yo 787s and 380s to refit with the new product, all along with the A350's coming on stream at the same time.

In the meantime, BA's competitors - for the longest time in their shadows - bring out new product along with their new aircraft and wow pax. You say BA should just shrug and let the likes of AA have their moment in the sun, because, boy, come 2017, they're gonna be in the dust again? Right? That's some crazy talk right there.

Financial suicide? Hardly. Risky? Sure, but the alternative of doing nothing at all could be even worse in the longer run.

But, you know, in the meantime Willie and pals are busy racing to the bottom doling out hand-baggage-only fares with £10 seat assignment fees and selling adverts on the moving map.

I do realise you can't have your cake and eat it, but I'm an opportunist and seeing such a wilfully misused opportunity makes me sad.

I digress, rant over. Soft product, aircraft and airports, security, convenience and personal preferences all aside - AA's 77W J hard product is still better than BA's J hard product. Is that statement sweeping enough for you?