It's a very competitive market and they're repositioning themselves closer to their main rival on short haul a easyJet. With stealth baggage charges, being crammed in and very basic catering (with no choice and no option to purchase more if one gets hungry), their product is getting closer toward an LCC. Apart from those connecting or with FF cards, BA short haul are facing very stiff competition and some LCCs have a strong following so this will allow BA to remain competitive in the market as competition increases. They're adapting to the market and if they're cramming more seats on then god for them and I hope it works out for them. Flew them short haul a few months back and although the service wasn't fantastic, I felt they provided great value for money but no more so than easyJet or Norwegian.