Then, what is the debate about? BA is giving the passengers exactly what they want. Or do you think that other airlines would give people something extra even though they did not have to because their competitive strength lied in being able to provide frequent direct services? Any business would only invest as much as it takes to attract the maximum amount of business. BA knows where its strength lies, and there is no need to invest millions to attract the ten people who want the 'experience.' Those ten people can fly with airlines which need to offer more than flying from A to B to convince people to waste time to connect. BA knows it does not have to offer caviar, while other airlines think they do to lure people in. OK, the ten people who want both the direct service and the caviar are unhappy - so what?