How can BA convince the travelling public that they offer a no frills service? easyJet, Ryanair and Go all have brand loyalty, BA is synonymous for its ‘full’ service and ‘high’ prices.
BA entered the low cost market then sold out. My own personal opinion is that BA will do anything to stop the loss of valuable slots even if it means operating some routes at a hammering.
As to a name for the low cost brand, BA BA BABY, like lambs to the slaughter!