I have no problem with proper competition, on price, on add ons, on space etc.
However, as CrazyJ points out, BA and others treat customers with Brutal Contempt. (My words, not theirs).

Amazon have far more pax than BA, far more products, a far more complicated distribution system etc. However, when there is a glitch, Amazon on the phone sort it. They are empowered to solve my problem.
With BA, no-one on the phone can resolve a problem (outside GGL etc lines) .Further, we get read scripts. It is straight forward Contempt. "It is in our DNA" said the boss.