There are still guys around who compare the 748 to the 380. This is a complete different segment, like the smaller 787 and the 350 btw.
In a few years time, BA is forced to order the 380, simply because all its competitors operate them. It's basically just about 20% bigger than anything else, so the only chance to spread fix costs on bigger pax numbers is flying bigger machines - on the volume market.
See LH, they ordered the 748 and the 380, saying exactly what I stated above. SQ ordered the 787 and the 350. I could go on and on.
Dani