Thanks OP for those interesting figures. Those figures would have improved a lot if BA had marketed the routes properly. The endless times we had passengers who said they didn't realise BA operated 'this' route, Travel agents didn't even know of the existence of such routes Maersk operated. Don't forget in those days people were still relying on agents for their bookings and weren't using the internet unlike today. There were no airline sites such as flyertalk trip advisor for comparisons.
The relationship got so bad during 1999/2000 that there was talk of breaking away from BA and setting up alone as a lowcost carrier. The Danes really wanted a hold in BHX. However 9/11 killed everything off and of course BA went and shafted BMed. That too was an excellent operation.