That's so true - it's how I came across FT in the first place (though it was Googling for something else).

Back to BA's policy, I'm sure it works for them, which is why they haven't changed it. But it's also not unreasonable for us to simply comment on other options and debate on why or why not those are better or worse policies.

Personally, I don't think it's unreasonable to charge for seat selection - although I'd prefer only charging for 'preferred' seats, even in J. I'm sure they could maybe block out the entire UD on 747s and some of the better seats on the lower deck or on other planes, and only allow 'elites' to select them, or for paid selection. They could even tier them, like the 'best' seats (e.g. 64A/K) to only those paying/top tier, etc. Just like what many airlines do with Y exit rows vs first few rows vs rest of the cabin.

Leaving a few seats that people could choose for 'free' regardless of status, albeit not amazing choices, would still let people feel somewhat better, like they're getting some option at least.