Sorry to perhaps be curmudgeonly but after years of nickel and diming, I don't think it's going to be as simple as the CEO making a marketing statement at a press briefing and cultural change flowing quickly and effortlessly through the company. There will be processes baked into the system that will need to be unpicked if this intention is ever going to take off, and even after that's done, the next hard part will be changing behaviours of the many hundreds of decision making people who will have been indoctrinated to operate in a penny-wise way for years.

BA is ever so good at marketing these days so I will reserve judgment until I see some tangible, practical manifestations of this ambition.