Nothing wrong with being cheap down the back and class leading at the front. BA's problem is they are neither.
In economy price is all that matters. They could offer a Main Cabin Extra type arrangement to keep those who want extra perks happy, and add incentives for BAEC members. Instead they have cut uniformly across the board and annoyed everyone from occasional leisure passengers to the most frequent of flyers.
At the other end I don't think they have any idea what it takes to be a top premium airline anymore. CW and F are so far behind now and everything new (789 F) or on the horizon (new CW) is just lipstick on a pig.
I assume they cant get the cost base low enough on the economy end to facilitate real investment in the premium end.