Originally Posted by orbitmic

Well, no to be honest. If flights aren't full because BA lose customers, you might see award availability or good sales in the very short term, but very soon thereafter, unsuccessful routes will be cut which is certainly not good for anyone deciding to stick to BA for whatever reason.

Remember (yet another) restaurant analogy: a restaurant which is losing customers because they are offering food which isn't sufficiently fresh at prices which aren't sufficiently competitive will not react by offering fresher ingredients at lower price. Instead, as their account gets further in the red, they will offer increasingly frozen food (to avoid waste) at increasingly high prices (because they need more and more cash with growing urgency and desperation) even if it merely worsens their problems.