Forget about AA as it's revenue sharing so BA won't care if people switch, but imagine some big spender doing flying between LAX and Europe (say GVA or NCE), and they do two trips - one on BA via LHR and one on AF via CDG. And honestly, I really, really don't want to make this another AF vs BA F comparison but somehow I feel compelled to say it anyway because I feel we have no choice but to remind BA of how they fare compared to the competition. Indeed, I would really like to know that at least some people at Waterside are embarrassed by such comparison.

So they do AF, and they get the two full hot meals with 3* chef designed menu with caviar, full cheese trolley and the likes. They arrive in CDG, get picket up in a Porsche straight from the plane to the P lounge where immigration formality is taken care of without them even needing to see anyone, and they get to enjoy one of the private suites complete with king size bed and a full Ducasse menu to choose from which includes the likes of off the trolley carved Bresse chicken and proper truffle shaved on their dishes and they get picked up by the Porsche again to be driven to their admittedly underwhelming CDG-GVA/NCE.

And they think wow, F is cool and get excited to try BA again two weeks or a month later and then what do they get? A hugely aspirational menu of poached eggs on toast for the main service followed by steak sandwich for the second meal on their second meal and they should consider themselves lucky that it's not finger sandwiches like they would have had to MIA or ATL. I'm sure they will be very impressed. And then of course, they arrive at LHR to enjoy the exclusive ride in a packed transit from the B or C gates (that's if they are lucky enough not to get a bus gate) to the main terminal where they will be treated to fast track security which wonderfully merges with non fast track at the top of the escalators.

Are we serious here? I mean ok, I know BA have long decided not to compete with the level of quality and attention offered by the likes of AF and SQ in F, and yes, I also know many of us are cheap and only buy F as award space for GUFs or deeply discounted tickets which are only £300 or 400 more than the cheapest J and wouldn't pay for more flexible fares (which happen to be priced similarly to AF), but surely there are limits to all good things. I'm sorry if I sound like I'm ranting, but I thiink that in this case, the delta in terms of quality between the two offers has just become too big and is frankly embarrassing and BA should really not want to be seen as "that" cheap in F. With J having become overwhelmingly comfortable and even private in recent years, the only things that can differentiate F and encourage people to buy it is some level of enjoyment and exclusivity. If BA starts eroding every little bit which made F a lot more enjoyable than an already very comfortable than J, then I just don't get the point to be honest, and that brunch thing does exactly that - killing the enjoyment.