I think the trial is a good half-way proposition.
Mot “rewards” those simply wanting the cheapest flight, who are equally likely to choose FR, U2 or BA.
As part of a published benefit for Golds and Silvers I think it rewards the frequent BA flyer and encourages bronze members to progress through the tiers.
I cant see a negative to this, if it becomes a long-term thing. I’d love to see the internal accounting for this, it seems unlikely Tourvest would be funding BA’s marketing efforts.