From an earlier comment, if BA just want to increase their bottom line, but aren't necessarily bothered by lounges, why not just increase prices?

CW always seems to be full from my experience, and CE pretty full (don't know how many redemptions).
Obviously people have the cash to constantly pay for these, so why not add £500 £1000 etc. to a CW fare?

Most people would probably still pay that, and BA have pretty much a steady stream of people wanting to fly with them regardless of anything they do.

What happened to this £7b investment as well?