^

Correct. And that's what many people don't understand. If everyone
travelling in those heaving F and J cabins on BA aircraft were able to choose another carrier they likely would. But so many of the most important customers to BA - corporate contracts - have no choice. They are flying who their employer has a contract with.

When negotiating travel deals with airlines my employer couldn't give a crap if there is direct aisle access or not. Nor whether the nuts come in a packet or bowl or the main course in a casserole dish or 'plated'.

They demand destinations (non stop), frequency, timetable. A good safety reputation. A fully flat bed so we can head straight into the office after a night flight And so it seems a number of perks for the powers that be (F access, Prem/CCR cards etc).