I had a look at BA eStore compare with Avios eStore. I think I will be pissed off.
1, In Avios.com eStore, I can click and book hotels with IHG, Hilton, Best Western and others to accumulate Avios based on spending as well as hotel points as it is booked direct. A nice double dip. In BA.com eStore the travel section is poor and this path will be closed if BA.com does not improve its offering.
2, Some interesting eStore on Avios.com is not available on BA.com. For example HolidayTaxis and Royal Caribbean.
I have to say unless BA.com eStore improve its offering by July this is definitely an enhancement (Downgrade).