It is quite staggering that BA doesn't understand what its own brand proposition is. It is flying a flag without knowing what that flag represents.
Business people like Easy going to Madrid but they fly BA. Why? Do they enjoy paying more money for a exactly the same thing? No -it's because they are not coming back. They are off to Frankfurt.
BA offers a one-stop solution. Once they move away from that they now have to start battling with any Tom Dick or Harry who sticks a low cost service from A-to-B. Or of course against LH and AF who may stay in the game.
I know Rodney has got a problem losing some money (ok a lot), but it's only temporary. Throw away all that investment in routes and people, and it's gone forever.
I am sorry but I think BA will have to have new management before the slide stops.
Great shame.