BA BOB could have been and will in ways be a good thing, but BA have really got it wrong in their delivery.

You cannot completely look at an Excel based approach when comparing low cost carriers and "enhanced" carriers like BA.

BA in my opinion offer better crew, better quality seating and a more professional experience, the complimentary drink and snack were welcome, particularly the Friday PM tipple after a busy week. I will however find it hard to justify BA over EZY on a 1hr domestic flight.

If only BA at the same time as introducing BOB did the following.....

1. Said Tea/Coffee/Water was free, AY also offer a signature juice!
2. Introduced Club UK to cover connecting passengers.
3. Introduced a subtle tiered perk for Gold/Silver/Bronze as other OW carrier have.

From reading the above I think if 1-3 were included BOB could be celebrated!