To be fair the duty free procedure at US airports has generally involved buying the items in the shop and then collecting them from the duty free shop as you board.

This contrasts with the UK (and most other countries), which allow passengers to buy the goods and then carry them with them around the terminal and onto the plane.

VS have agreed with BAA and the CAA that items bought containing liquids by VS passengers can be taken on board if delivered to the gate by the shop staff. The US authorities are happy because it is the same process employed at US airports.

I can't see BA doing this just yet because:

1. There is an extra cost involved that VS are doubtless reimbursing BAA for. If I were BA I would be waiting until the situation became more stable (i.e. potentially permanent) and get BAA to cover the extra cost of delivery themselves - it is BAA making the money from these sales after all.

2. VS have a much, much smaller operation to the US from Heathrow than BA do - BAA may simply not have the staff or facilities to cope with transferring thousands of plastic carrier bags full of booze and perfume around T4 and T1.

I agree that VS deserve some credit but to be honest, with current exchange rates, duty free from US airports is often better value in any case!