As a matter of interest, do any other airlines quote a "total" which is not a "total"? Why use the word "total" at all? Can't BA just quote a final price immediately which is valid if the booking is completed in the same online transaction?
By the way, the Brazilian example has been going on for years and there's been much on this forum about resistance to local rules which banned YQ gouging. There's usually a work-around around, but it's sad that so many must get caught.
As with the crippling of the phone call centres by BA's deliberate limiting of self-service online refunds & rebookings (presumably to preserve cash), Mr Doyle's words about transparency ring hollow.