There was an interesting article in Friday's Financial Times (I would give a link but unfortunately its behind a paywall) but whilst noting that BA's profitability and & share price have increased it said that BA has moved from being very customer orientated to entirely profit making (and WW makes this very clear). The question is whether this is sustainable in the long term. BA under King & Marshall was seen as an vast improvement over the BA of the seventies. There are other options although frankly some of BA's competitors aren't much good themselves. Dangers lurk ahead.