BAs lost business because the boss threw a hissy fit.
No, BA has lost business because the company irritated a customer who has leverage.
Its a case of business 101, know your customers and manage them appropriately.
I have stopped flying BA wherever possible due to poor customer service, the difference being that I only spend thousands per year, not millions and therefore my passing is probably not even noticed. I know a lot of other business travellers who feel the same way, as I regularly bump into them in EK and LH lounges.
As for the posters who are criticising the CEO, the shareholders can remove him if they are not happy with his performance, until then he is empowered to run the business on their behalf and if, in his judgement, he believes that withdrawing the company business from BA is a valid decision, it is one that he is perfectly entitled to make as the top executive office of the organization.