Been down the back on long haul BA (BGI) and VS (MCO) in the space of a week. The second BA offering of a single Kit Kat tells you everything you need to know about how most of the public interact with the brand. The lamented VS lost direction under Steve Ridgeway but now do multiple drinks runs, ice lollies and a nice afternoon tea. Upshot is, a way better experience. BA SCREAMS cheap as chips which is a huge change in positioning.

They don't know where to stop and draw the line IMHO.