BMW don't compete on price. They compete by offering a product that costs a bit more but which people are prepared to pay a premium for which more than covers the incremental cost.
The BA model seems to be to chase people with a lower cost base into the gutter but to charge premium prices.
I would like to be proud of our national flag carrier but I just don't see how this is sustainable. And the point about advertising is correct. The expectation and the reality are a world apart. Even in the long haul cabins.