It's been said before and again and again, this carry on. Excuse the pun, is all caused by BA and their hand baggage fare, which in reality is priced at what previously for many flights, was their checked in baggage fare prior to the pricing split. They realised that the LCC were winning the game with carry on, and BA even now, still rarely in my experience have CC willing to be more enthusiastic enough to assist in cabin baggage placement overhead, choosing often to watch unlike easyjet..watch them load!!