I don't get this mentality about BA being infanately more expensive on short haul, If you look carefully you will find many short haul fares to europe that are very comparable to the likes of Easyjet etc and you don't get all the rubbish that comes with the LCC. I think people have it stuck in their heads that to fly BA you will always pay more, and this is clearly a massive marketing problem that I think BA should be addressing sooner rather than later.