I thought of this thread and smirked today when logging in to the "My Executive Club" page of ba.com. In three separate parts of the page, it refers to me as Mr. [Surname] - the top-right section with log-out and avios/tier points, a banner under the navigation saying "Welcome to your Executive Club, Mr. [Surname]" and then again on the main 'body' of the page. It's a minor detail I had never noticed before until this thread!

Funnily enough, I'd rather go by my first name.

But strange how one form of address is used so consistently on one channel (the website), while on another, BA are asking to use first names