I don't think even BA kids itself that it's a premium airline. F and J products far behind best in class, and the continual erosion of every element of the service is apparent to all customers and destroys brand loyalty. The real tragedy is that BA seem to have crushed the spirit of the usually excellent cabin crew (in particular WW). My last few flights have had crew that are underwhelming...

However, BA flies direct to most places I need to go, and LHR is an easy commute for me. I suspect many are in the same boat and whilst the exec club has some value people will stick with BA (although I've moved a fair chunk of travel to other carriers).

I'm looking forward to the new runway and much needed additional capacity at LHR in the hope this adds much needed competition and drives a better deal for passengers.