agree with hand solo above. BA and every other airline is very aware of their most loyal (read profitable customers) and not only the rebates but also regular u/g's when necessary and the use of specialised teams in airports for smoothing of ruffled feathers.
There is no point in calling your company loyal if you're purchasing the cheapest tickets, have no Group membership of the ff programme, and CONSTANTLY demand an upgrade. Loyalty is an airline being your first preference, your 'speedial airline', and nobody could be more loyal in return then an airline, if you DESERVE it, on comercial grounds.