Everybody is talking about cost, which is a load of bollocks - quite frankly. If there is an unoccupied seat on board then what is the problem? I am sure an ID80 confirmed seat deal would be a fair deal. That way, all the taxes and security charges would have been paid by the person travelling. BA loose nothing, providing the flight is not full of full fare pax.
People are talking about cost and loosing money - however who says you have to travel with BA when flying to LHR for an interview, when you are paying for the ticket yourself? If the competition are charging less for a LHR ticket then that is a more suitable option. At least you might get some decent catering if you travel with the opposition!
I was offered a free confirmed seat for my first airline job and that was with a regional turboprop operator in the UK. Now if the World's Favourite can't conjure up something similar then that is a poor show considering it used to be done without hesitation in the past.