I would never say huff puff never travel , however I pay for all my own travel and book the best compromise of price and flight time. Sometimes this is BA sometimes not. I suspect there are many like me. All things being equal I would choose emirates for example. I went to Malaysia half the price and only 90 min or so longer and nicer planes. I would think that people like me making choices harms them more than the very small minority who say never again.

I have a boat in mallorca. Always go easyJet the BA prices are generally eye watering and I can't imagine who pays it (but I assume pay it they do )