True, but these exact words have been repeated for years, if not decades, now here. Every little or big change was met with “well, give it a few years.” Unsurprisingly, nothing changed after those few years. Also unsurprisingly, people never came back to those threads to admit they were wrong.

I remember - removal of the separate starter plate in CE on longer flights, cessation of catering contracts at outstations, removal of bigger legroom in CE and some rows in ET, removal of complimentary food and drinks in ET, introduction of paid-for seats, switch to spend based earnings for Avios.… I am sure something else will come to mind, but all of these were accompanied with “if not now, then in a few years BA will suffer.” It’s been 20 years, and BA is still with us with its profits. Those changes were not for short-term gain it appears.