In BA's implementation of BoB nothing is free except tank water, tank water is not carried on the trolley or advertised, staff have not been trained properly, the IT does not work, the trolley is slow, sales are very varied, and the implementation could be said to be a shambles.

BA may not be competing in the same markets as AA/SN/QF/VA shorthaul, but it can still learn from what they offer, like perks for status and/or full fare pax.

BA's SH competition are true LCC on most routes, and and some remaining full-service airlines on others. Yet it does not compete properly with either. Fares have not decreased since the introduction of BoB, so it is understandable that regular passengers, or those who had thought of BA as a full service airline, are annoyed by the change.