As much as I hate the fact that the product and experience are being continuously eroded, I do continue flying BA. It's rather simple, really...:

- On short haul: CE is considerably worse than what it was before (mainly due to the hard product and reduced legroom), but still ahead of (or at least on par with) its European competitors... Ever tried SAS Plus? Or AZ business? Or LH's NEK? Or AF?

- On long haul: People with tight schedules prioritise direct flights above anything else. And, in the real world, there are (unfortunately) many people with VERY tight schedules. Frankly I'd MUCH rather fly direct to LAD in F on a BA 777 without amouse-bouche, than connecting in CDG or LIS. There are also routes where competitors offer direct flights, but with very few exceptions (CX to HKG being one of the very few) I hardly find them more appealing...: I'd rather take BA than KE to NBO, or ME to BEY, or SU to SVO, or TG to BKK with the risk of a sloped seat, and many others. Let's not even start talking about China and South America.

Not saying that I like how things are going... But realistically I think BA can afford to keep doing what they are doing, with no risk of alienating the bulk of their profit-generating passengers. After all, this has been the reality to date.

On a related note, I also hope the airline will continue to invest in the hard product. It's "a seat": yes, exactly, the main factor determining the flight's comfort! Quite the opposite of "unnecessary"...