I’d argue that for bookings within 28 days of travel in premium cabins originating in London that BA are a 1st division team charging Champions league prices. Not often on a route with a direct competitor they are cheaper, and often the competitor has a superior product / service.
BA think they are a Chelsea/Arsenal yet they are QPR/Fulham (no disrespect to those teams). Sometimes deliver premier league performance but often they do not.
On that note not a great day for the Blades or the Seagulls!