willy wombat Identifies the failed attempts as BA did the standard corporate flip-flop. Each time a new boss has to prove he is boss by doing something, doing ANYTHING. The GO operation was very good and thrown away for nothing. But we have seen so many legacy companies do this: Think they can jump on the new band wagon and then find that it doesn't 'fit' their legacy way of doing things. We have seen countless airline attempts at this, as well as the high ranking failure of Chrysler-Daimler. We won't even start on watching political parties try to reinvent themselves. With all of these - they cannot escape that they are (for the most part) still the same people in the same building thinking the same way.
I agree that the staff are going to take the hit (as always) so that the boys at the top can get their bonus and the shareholders their rakeoff.