In economics this is a great example of a big established business losing the plot, getting it all wrong. Small bad decisions keep mounting and things get worse. Them comes a tipping point, which arrives suddenly and it then becomes difficult to recover. BA are going down a dangerous road, especially with their product. Norwegian must be a real threat to them over the next few years, it won't happen over the next few months, but that is the direction of travel. Which market segment is BA trying to serve?