The problem here is the BA mentality. I don't think they're driven by a passion to serve the customer and provide an excellent product. They may say it in their marketing, they may stitch it onto uniforms - they just don't actually mean it. The overriding driver here is profit, not being best in the marketplace. You can do both and still be hugely profitable. In fact, a lot of experts believe the companies that treat their customers better are more profitable. Before anything gets better at BA the corporate mentality will have to change.