The idea of brunch followed by afternoon tea is ludicrous. If they want to serve brunch, then the second meal should be a full on dinner.

People won't want brunch on daytime flights - for the vast majority there will have been some breakfast had somewhere beforehand - especially in the lounges.
Coming onto a second breakfast on board after that is a real let down - people will need to have at least one proper meal in the day and for flights to the US that means an ON BOARD FULL lunch.

I can't believe BA are being so stupid, it really beggars belief.