For the curious, BA's policy in the regions is best explained if you consider that making money is not on the management's agenda. No-one is quite sure what the 'real' mission statement is, but it might read:
"To destroy one of the UK's most successful brands in the shortest possible time. To alienate customers, fail to seize potential opportunities and to stick to an outmoded business plan regardless of world events/markets. It is our goal to flush the company round the bend faster than you can say Harpic"