This is a fascinating article and revelation from BA's boss. I believe he is right to say that the aviation market is polarising. Short haul flights are mainly driven by price and suitability of departure airport and time. Long haul are driven more by comfort and service. This has always been the case, but as Cruz says in his interview below, the low cost carriers have made price even more of a compelling benefit, and BA's long haul competitors have upped the ante on service.

However, my old boss at Virgin, Paul Griffiths (and one of the sharpest minds in aviation) makes a very valid point about how can you have one brand that stands for two different things? Perhaps will they have to create a new brand for the cheap seats and call it BA Lite? It's going to be an interesting space to watch.