BA isn't going into the low cost business per se, it's trying to emulate what the low costs airlines do succesfully. That is utilising the aircraft efficiently, reducing costs by acheiving a high proportion of sales from the internet and offering competitively priced tickets. One of BAs problems is that in the past it hasn't competed with the low cost operators but just ran away whenever competition reared its ugly head. Perhaps our managers were of the opinion that competing was beneath us? Well now they've realised there's nowehere else to run to and they are going to have to compete, and one of the first things to do is make the public that aware that only some of BAs fares are high, and only some of the low cost airlines fares are low.