Obsession with cost reduction is not confined to BA nor Europe. Have a look at the bizarro configuration some spreadsheet cowboy dreamed up for his equally silly ' CEO at Qantas on the 'game changing' 787 configuration....
When this current period in business ends, probably with a substantial correction, MBA driven accounting will be yanked from the seat. Hopefully the more insightful airlines are realising that a value proposition means less
PR and spin and more value. This generate yield and return patronage.