All jet you say...by 2005 you say...See that's a classic example of dumb-@r$e 'big airline' thinking that has caused the mess in the first place.
The "we want to be all-jet, jets are cool' philosophy just dosent stand up to a cold business assesment as history teaches us...
But I reckon In trim has it right, the withering will continue until some bright waterside spark looks deep into his or her skinny latte and thinks "I've got it FRANCHISING!!!"
Still I suppose it's just the latest chapter in the what is rapidly becoming a very long book "the BA book of management cock-ups"