BA has long claimed that the European services consistently lose money. So even if the Eye made £1 it would be ahead.
But it's just not credible that they do lose, otherwise would BA's series of efficient CEOs over the years not have ditched the lot, which take up about 80% of BA's Heathrow slots. Yes it's all down to how you allocate costs and revenues across the business (the true picture is known in internal reporting). Apparently if BA charge £300 from London to New York, and £301 for Edinburgh-London-New York, the New York flight gets the full £300 and the Edinburgh flight gets credited with £1 !!