The only way I see this having a value proposition is if it means that at BA outposts I can leave my bags and nip through security before the check-in desk opens 2h30m before the flight. Far too many a time I have arrived at the airport "too early", and been left sitting landside waiting for the clerks to turn up, instead of being productive in the lounge. Being able to avoid that would be worth the £63 for me.
It's unclear to me if that would be the case. The text on BA's site says (emphasis mine) "When the customer arrives at the airport, they are fully ready to travel and simply need to drop their bag at any bag drop desk." - does this mean I can just hand in my digitally tagged luggage at an AY desk at HEL? Or a DY desk at OSL? If yes, sold. If no, thanks but no thanks.