Are you familiar with stansted? Basically a low cost carrier punch up. BA's presence in Stansted is just weird. It's clearly to fill a few rotations for idle aircraft but as some posters have pointed out, Southampton fits BA's profile and aircraft very well. There is real demand for these routes not to mention other routes that the affluent catchment area want to be able to fly to on their doorstep. Provided you have the right aircraft, Southampton is a a perfect place to exploit.