The LOCOSts are killing BA.
What a load of cr@p. BA are the most savvy and the most forward-thinking of the 'legacy carrierrs'.
They have had 15 years of dealing with Ryanair - they weren't driven off LHR-DUB in the early 1990s, they walked away from the route when a 'legacy carrier' (like EI) would have carried on taking the pain.
From their experiment with Go, they know plenty about LoCo dynamics. Their profits this year are being earned in spite of record fuel prices and a simplified fare structure that gived a real low-cost alternative for business travellers.
And no, I'm not one of their employees.
PS if you're looking for real tough competition, you're looking in the wrong place. Think 'Emirates' with their unlimited government money and their 40-plus A380s on order.