Simple really, a bit like BT, BA are relying solely on their monopoly-esque status.

They are milking the nuts off "flag carrier" status, but not really delivering on quality.

They are resting on their laurels because of the Heathrow slots. They can afford to not give a toss, they can afford not to invest, because they know if you and I walk with our feet, a dozen other unsuspecting lemmings will take our seats at Heathrow.

BA cabin crew are largely not what they were. The old-guard are fast retiring and being replaced by mixed-fleet kids being given de-minimis training and who are clearly more interested in gossiping in the galley and enjoying "free" holidays en-route.

I've certainly moved the majority of my long haul business to other carriers long ago, you get much more bang for your buck, and in many instances much better punctuality too.

I suspect your definition of 'premium' is different to that of the CEO of a bean-counting organisation such as BA.

I suspect our friendly CEO would almost certainly regard the post-Cruz re-introduction of free water and a packet of nuts to short-haul economy as 'premium'.