I've always been a BA fan, and try to remain one. But, the may get more bums on seats if their European fares weren't a complete rip-off.
I recently had to fly to the South of France. The choice was £700 out of LHR or £300 (BA/CityFlyer) out LGW for a trip to the South of France.
Some choice!
BOTH fares were an obscene and disgraceful rip-off. £300 for an hour and a half's flying time!
The West coast of the States would have been cheaper - but that's because competition works!