I don't get why people are upset by this sort of thing? I know the various (loss-making *cough*) US Carriers offer this kind of "price match" deal, but I don't see why they should bother or how it makes any sense at all. This kind of thing happens all the time with electronic goods for example - price up a laptop today on a website and within a week the same spec. may well be a fair bit less. I remember buying my first iPod and seeing it drop in price about £50 after it was delivered. I think it's a very good thing BA do this dynamically - I'd rather they sold* the last few seats (in any class) for a reduced price to actually get a contribution to costs or even better some profit, than go out with empty seats ^

Personally, I look at it like buying rounds in the pub - it balances out. I've (well, my company) has been stung for full J fares when I've needed to be somewhere last minute at times. But I've also booked early and nabbed cheapo ET/WT+ fares and had some nice OpUps, or gotten great I class fares where others haven't.

Phil
* Actually, I'd rather they offered to convert T/I/D/A class to P/U/Z class for last minute MFUs at fixed periods before the flight, staggered for PREM/GOLD/SILV/BLUE, but that's another recent thread