Bloody good article that regarding how BA's cost cutting has cost them more in the long run.
Sadly the article lost all credibility at the end when the journalist wrote his list of steps BA should do:
Mr Walsh: find Cruz’s replacement from a decent airline; I recommend Cathay, Singapore or Emirates. If not, do what Apple did and go to a top-class hotel chain. They know how to create a branded customer experience.
Cathay? Decent airline? Almost wet myself.