Yes and no. This is largely automated and there is an expected pattern of behaviour attached to fare buckets. So if suddenly there was a high uptake of demand, out of the predicted number, at some point fare buckets will automatically and quickly escalate up to expensive buckets. One frequemt example of this is when some football tournament has a set of results that lead to a team being given a fixture at relatively short notice. Unless you are very quick the robots will quickly realise something odd has happened and will accelerate fares into higher buckets. Is this profiteering? I guess so, and BA could certainly stop it from happening. But then BA is supposed to make a profit.