I think we have all known for years that the LCAs have been a case of brilliant marketing and they have convinced most of joe public that they are cheaper. It is this false perception that BA and the other majors have to overcome.
I travel to AGP from LHR/LGW on a regular basis and BA are always cheaper than EZY.
The only exception is if you are willing to travel all hours of the night and morning both ways with EZY and then there is not a lot in it.
Also there use to be a time when if you booked far enough in advance with EZY it would work out cheaper, not anymore it seems. I have just tried booking in June and July. BA £149.00, EZY £181.00.
BAs marketing and TV ads has been good recently but I am not
sure if the message is getting through. Saying that the loads on AGP always seem excellent but not sure of elsewhere.