the issue - as it is the case for many companies - will be to maintain positive jaws.
so if income line drops (either less growth or no growth), the cost line needs to reduce in line / greater than that.
very difficult to / I can't see BA trying to break out of that cycle by investing (thus increasing the cost line) with the hope of greater customer satisfaction leading to income growth (when that is largely depressed due to external factors, i.e. not customers voting with their feet but market conditions, competition etc)