I'm not "excusing" anything. But there is the way the world should work and there is the way the world does work. Many here confuse the two, I just prefer to focus on the latter.

In a competitive, capitalistic market, this is often exactly how things are, whether you like that or wish it to be so. In many industries (certainly in airlines) there really is little profit incentive for exceeding what your competition is doing (contrary to what many here try to convince themselves of). Most airline consumers are not FTers and largely make their choices based on #1 cost and #2 convenience. That is all. You (i.e. companies) won't be rewarded with more profit for being a hero. That has been proven time and time again in the airline industry.

Like I said, if someone finds something on offer that better meets their needs, that is where they should be putting their spend rather than endlessly hoping that BA will suddenly turn from a toad into a shining prince.

Regards