Yes I wouldn’t dispute BA have at various times been innovators. I was a Gold Card holder until 2006 and used them every month to Johannesburg (and often onwards on Comair). Club World was at that point a leading product, good food etc.
However times move on, and I felt they started to fade, increasingly dated aircraft, products trailed as ‘new’ that seem to take ages to implement and with my business focus switching to ME and Africa combined it makes more sense to use the Gulf carriers now.
Time will tell whether this can be reversed or whether IAG will be forced to break itself up to deliver shareholder value.