I think the issue is that BA was an industry leader around 15 years ago when it had fully flat business seats when most/all had reclining seats on a 2.2.2 or 2.3.2 configuration. Today BA's product in business is slipping into the bottom half or lower of business seats. The 380 was the time to step ahead (again) of the competition so now BA is firmly back in the pack, at least in my opinion.