I rarely contribute to these forums but I've got to say I'm disgusted with this change.
BA are a premuim alirline and although i don't fly that often, I choose BA as they offer a no hassle exeprience. I don't want the easy jet style of service, I pay for booking a ticket, knowing I'll get a good service, decent meals etc etc.
I feel compelled to write to the executive club and voice by annoyance at this. BA should not go the easy jet / Ryanair business model, the way they operate now is how things should be (always was in the past).
I know times are tough for the airline, noone is going to deny that, but this will I'm sure drive away customers. I'm sure people will consider others instead now whereas in the past they might not have. Example might be LHR to HKG where Cathay (which I do find to be an excellent airline) would now be considered an option.