Think you will find that on the first couple of days of a new launch, that most of the pax were from the media and up market travel agents, flying as guests of BA, with no revenue to speak of. Having said that, they did not have any corkscrews to open the wine on the first sector, so I read in the press, so that will have saved them 32 bottles of Burgundy on the first sector! I understand that corkscrews were available at Shannon for the onward flight to JFK.
It will be interesting to see what the yield/pax load is in a few months.