I do feel for them however they still have a good short haul product. They're only marginally more expensive that EZY or DY however it has T5 which still looks amazing almost ten years on. BA also have a much better preflight experience with no barnyard style hoarding of passengers or bag police at the gate. The onboard snackage is a real disappointment compared to days gone by and the crew inconstatant. However it's still a good product. 186Y on th A320 should help too.
Also, Alex Cruz has written to crew promising major changes so who knows what the future may bring.