why not the most profitable???
are people forgetting that BA are more than just a short haul operator. Yes, they are being attacked on domestic and European flights, but even then they still have the frequency and bus product (some people still want it) to get decent yielding traffic.
But, BA have admitted they make their money on the longhaul routes. The New Yorks, Dubais, Mumbais, Tokyos and Washingtons of the world will also give a lot more money than the Amsterdams, Manchesters and Pisas.
Plus, the added benefit that BA can partly fill up their aircraft in Europe with feed from the longhaul - trafic that the lo-co's can never get their hands on.
Yes they do have short haul difficulties, and if they get that right then who knows how much they could make!!!