The biggest obstacle still stays there, you have to physically start your trip from that "cheap" location, getting there usually needs "extra flying" and extra income for airlines, either cash or miles and in many cases for OW airlines, one could assume...

Without actually having my BA issued DONE at hand yet, both the ticketing and payment where as smooth as silk, I am not expecting the ticket pickup from their airport counter to be a nightmere either, after seeing so many positive comments about it here on FT.

Certainly you have valid point that e-tickets, in general, make life a lot easier.