The fact is that the British Midland group highest profit was in 1998 at £17 million and that was only due to a three-day cabin crew strike at BA. Even when there was little competition around has rarely made a profit above £10 a year and this is poor when considering all those 80 or slots given to them by the Major government in 80'S and Lufthansa's continued contribution.
I spoke to a Midite once and he told that the whole operation was either a front for something else and the aircraft just a train set for an eccentric millionaire. Personally it just might be a giant chocolate factory and WW stands for Willie Wonka. Maybe he just holding out to find an honest person to take over but if those golden tickets are between those sick bags and in-flight magazines with ever- changing route maps and liveries, it won't be me!