GF nicely put. As I remember Maersk wanted to go loco around the late 90's, but because of the franchise agreement BA were having none of it. That's when the relationship with them started to turn sour. Maersk had very low operating costs compared with BAR and were prepared to open up new routes that would have benefited BHX all round. As I remember pax much preferred the service standard Maersk offered at the time, even though meal services were the same as BAR.
Then along came Duo....................that's another story!