Originally Posted by cupsandsaucers

Thats a great post and pretty much sums it up. Well written and thought out.

Also on this forum we probably have a slightly tilted view in as much as. Would I be right in saying that most of us don't pay for our tickets out of our own pocket? We are mostly business travelers here? So we don't really care what the ticket costs, we all long for it to fall into the premium category so we have a nicer experience. I dare say over at a student forum they would love to have another LCC to pick from to hop about Europe on.
As you said, therein lies the problem. BA is currently neither, and I agree, they will have to choose what they want to be.