The Future Lab had a survey on something very similar over the last couple of weeks. Questions and options they explored were all hypothetical and generic.

The concept is reasonably sound, but as ever it's all in the implementation details. Pay £100 more to save £150 doesn't sound like a winning proposition - or perhaps you get lunch rather than brunch as well?

But there is clearly a bit of a trend here in that the website reconfiguration seems to be running ahead of the actual situation - a phrase I never thought I would use regarding BA's IT. Willing to bet that the third pillar of doom (Avios awards, Status, Redemptions) will be with us sooner rather than later with flexibility options being part of that.