British Airways That's two novel approaches in one post! But it's not going to go either of those ways.
The reason is the same in both case. History shows that a good VS / bmi link did not happen in the 1990s due to male pride and that is the same reason why neither of these will happen.
Also, the long haul competition today is moving rapidly from Continental Europe to the Middle East.
Well its shame SRB running VS with more passion than business sense, but he has done it before, he sold Virgin Express to its rival SN, So it is not the first time he would do a deal with a rival, he also did the same in relation to Virgin Records
Also yes, BA also has to compete with carriers in the Middle East (well some of them anyway), anyway my point is that unless VS changes that way it does things then the future is not looking bright for them