This is a massive mistake made. British Airways prides itself on "customer service" (apparently - although in my opinion, no better than EI, FR, EZY) how can they expect people to pay the full-fares if the service doesn't represent the price?
Next will be the baggage, only one free bag at check-in. Then it will be charged like Aer Lingus.
I remember when sports equipment used to be free a BA... not anymore.
And soon, they will become an Aer Lingus - which is perfectly fine (i just flew LGW-FAO with EI; top-notch!) but the price has to come down if they are not offering the full-service.
This could work for them - but the staff have got to offer the same level of service as before.
If BA were like Aer Lingus today, I would say with the reduced costs they would have a bright future.
Iberia has a reputation now of being total rubbish in Spain, Clickair well they too have a reputation known by the Spanish population:
Clickair condemned as unsafe -Times Online Vueling recently merged with them...
First choice in Spain is FR. And BA is highly regarded and preferred.