I have to say I was wondering why they are now including pens?

yes, they are handy ish to complete forms but I don't think I have ever travelled without a pen myself so 'worst case', it's always been a case of getting my jacket or bag to get one.

I'd rather they include useful things (like ear plugs or eye shades) than a cheap pen I don't use onboard and probably won't use afterwards. Clearly differnet story if it was of decent quality (and I agree, branding would then act as advertising) but I sort of assumed that they were either given to BA for free (fell of back of truck scenario given the 'quality') or literally cost a penny or two.