Whilst BA have a monopoly at LHR, particularly on key transatlantic routes, and offer big business, discounts just enough offset the misery of 8 J seats across on an ageing jumbo they will do it, and who can blame them as it is perfect financial sense at the current time.

So for the foreseeable future, they will continue to put lipstick on a pig of product in all cabins until the financials say otherwise, by which time the current C Suite will be out the door and not care.

The question is, when is there a breaking point, when companies like mine say no to BA and go elsewhere. Cant see it at the moment as price and frequency is king, and no one else comes close.