BA mess about with the exec club from time to time, invariably for the worse. Biggest own goal was under Eddington. The really heavy flyers in the club got a free silver card for the spouse - that benefit was withdrawn
Result - other halves all flew with best value/most conveniant airline instead of BA end of. Excellent marketing move as it ensured wives/hubbies occasionally flew the opposition and got to compare the product - all for the price of a coffee, biscuit and a chair in the exec lounge for an hour.
You couldnt make it up