Perhaps at the moment it doesn't, but the problem with BA first is that the product stinks. Thin, nasty seats, ancient in-flight entertainment, tiny screens. If BA were serious about retaining their spot at the top of the tree, they should invest some serious thought into improving First Class. Look to Etihad, Emirates of Singapore for clues. As it is, BA first is last...by a LONG way.
People already have too many reasons to go to Paris, Frankfurt and Madrid to commence their longhaul flights. Surely tempting them back into the pointy end should be the name of the game?
Refer qwertyuiop for consequences of failure.
Leo.