I think Largejet hit the nail on the head. BA has to stop showing adverts of gravity defying coffee and start getting more aggressive with their marketing. They need to take the fight to low cost airlines. Start pointing out what is available to pax with BA. Give customers examples. Also they shouldn't take s**t form these cocky airlines who rub their noses in it at any opportunity. If BA does go down the pan I hope it isn't because it runs gentlemanly marketing campaigns.