You can imagine a parallel universe - or perhaps even just a time in the past - when BA was loved. When people were proud to be seen travelling with them, and willingly paid a premium price for a premium service. When people were so happy with BA that they wouldn't even look at the competition, and certainly wouldn't want their neighbours to know that they flew on downmarket alternative. OK maybe I am overegging the pudding a bit there. Virgin did have this within living memory. But nowadays giving money to any airline would be a slap in the face for the traveling taxpayers.That's an attitude BA and their staff have had for generations.
This attitude pervaded on a lot of flag carriers before the rise of budget airlines, but in BA specifically this has never gone away.
The rise of the Gulf carriers has given people a choice of flying long-haul without the inconvenience of using Heathrow.
LondonBritish Airways has never been interested in flying from regional airports, preferring their hitherto captive customers to use their overpriced domestic connections.