sorry slightly off the topic but relevant,
Rod eddington famously said that a low cost and premium arline cannot be run at the same time, but surely with all these price cuts, and media campaigns, isnt he converting BA's european flights into exactly that and by the fact that he says hes competing with the low cost lot.
to compete with them, you have to have equal or cheaper fares and better service which ba is renowed for.
the big question is, can he do it?