BA are not a "premium" airline for long haul, they're really, really not! They pretend to be at a branding level but the hard product is not stellar. BA are cherry picking parts of this market to keep CFE busy, they sold the rest for a good reason. BA, like all big companies have a certain way of doing things. One of their fortes is losing money on anything outside of London. They're quite old fashioned and certainly not an agile competitor, they don't have the hunger of an EZY or FR to make an impact and carve out a market.