Maersk was used to propogate the BA brand where they couldn't be bothered and milk AP Moller for a large 7-figure sum for the "benefit" of using the BA brand via the franchise fee.
I know that. I only mentioned it because of the convenience to the passenger and not the politics. I know that BA were 'jealous' of Maersk's success on various routes and the endless times that passengers would say that they had never heard of this 'route' and only found out by chance. BA's behaviour towards the franchise was disgraceful. If it worked properly then more routes could have been established and more money would have been made for BA!!
There was talk of Maersk going 'low cost' and breaking away from BA altogether, but they were having none of it, and eventually screwed Maersk to the ground. The rest is history.