Try looking at other websites for airlines - nearly all the same. I have just booked for a freind a special offer it stated 29.99 . When I did the low fares search I found the fare was 0.99 and when I finished 29.99. With no hold luggage or seat reservation.
On the front page it states FM = from
Other companies that advertise like airlines are Car hire companies- have you ever seen CAR HIRE FROM 10GBP a day. Oh but what a pitty not on the days I want them. Try hotels , theres lots more. As you are in the industry you should know this .
BA credit card fee 3.50GBP
Before you lay into one company look around. You are not reading everthing on the screen and are probably one of those that clicks the conditions box before even reading them .