A complete guess from me! bmi will offer a low cost product from heathrow on the uk & Ireland flights.
The collapse of the customer service experience was part of the driver that saw people choose BA instead. A free cuppa and a biscuit ain't much but then you're in a hurry and the company won't pay for a seat up front, it's a godsend. Joining the queue to be robbed by WHSmith isn't quite the same...