They were selling engines and support at a loss, they upped the price as someone senior realised that was a tad silly. Coupled with the engineering issues with the Trent, some customers walked away, ANA and BA to name but two. But there wouldn't be a Rolls Royce soon if they hadn't finally jacked their prices up. It's not personal, it's the pains of being a cutting edge engineering business based out of Derby with an old school mentality. That's part of the reason they now assemble engines in Singapore.