As long as BA have 'the LHR franchise', then people will have no real choice but to fly with them. The alternative is going to a different airport outside of London to fly to similar destinations. It all comes down to price essentially, and time/convenience of course. I used to be BA all the way, but now things have changed due to their budget approach whilst still charging a premium price. Its a real shame and I hope they return to their former service sometime in the future- can't see it happening anytime soon though.