Everyone likes to think their National Airline tries to represent the best of their country. BA also have a long history of advertising their high standards (BOAC,"the World's Favourite.." etc etc)
We just have to face it that any legacy airline with large pension liabilities and First World salary bills is going to have to change unless it gets a vast Govt subsidy
Regretfully no-one is happy paying their own money for a quality product - the LoCo success shows that clearly.
I've decided to stop moaning about legacy airlines and just ignore their advertising and accept it's LoCo forever now (unless my employer pays of course)