ChicoG
I think you have hit the nail on the head with regard to the customer/passenger. Many on these threads have dismissed the CC role as an overpaid trolly dolly role that anyone working at Tesco's could do. But what about their 'worth'.
As a frequent flyer (silver) the CC are, for me, the main factor in determining whether I have an enjoyable or an unjoyable flight, (I use on-line check in and rarely use the IFE) - other than freezing cold red wine, but that's another story.
I think this is where WW faces his biggest challenge in bringing deserted pax back to BA - a happy CC worforce will be central to this.
bizdev