I think the key point I agree with is that today's ET blue card holder could be next year's F Gold card holder -if, as a middle manager who flies four times a year to germany for a sales meeting (as was the case with me when I left uni), and then you find yourself CEO ten years later, controlling a great deal of revenue, bad service history will influence your decision as to who you put your company business with. I always resent mercedes-benz because when I was about 15, at a motor show somewhere, they threw me off their stand because I was too young, I have never forgotten that and therefore don't put any revenue their way! Pretty immature I'm sure, but these things do influence you.

Although I do accept that premium passengers would probably appreciate 'enhanced' ground service. I seriously believe that T5 will solve this; I would be amazed if their premium check in desks did not give direct access to a fast track security area which should lead directly to the lounges.
BA genuinely has an opportunity here, they would be mad to throw it away!