Just to claify a couple of pointers. Maersk as it was known pulled out of the franchise because the Company was loosing too much money. This didn't help matters when BA started to put restrictions on what routes that Maersk could operate. eg no Spanish or Portugese routes from BHX as another carrier at LGW operate them!!
If it was thought that BA's route structure would be affected then no way would they let a franchise operate them.
Shame Maersk didnt pull out of the franchise years ago and start the low cost market then. Oh well that was all in the past.!!!