Dave: With all due respect, BA can do what it wants with its program but if it wants to remain a World Class airline it needs to do two things:
1)Be more competitive with their FF program, and 2)try to smooth out the problems of the airport mess when flying through London.
Whenever I fly to Europe and need to change planes, I avoid London at all costs. The problems I have to deal with are not worth it and BA goes out of their way to make you feel like a third World citizen.
If BA wants to cater to people just living in the UK that is ok with me. If they want to market themselves to people living outside of the UK they have much work to do.