Your first article was quite interesting-I haven't yet read the second; interestingly, BA are using a slightly different strategy in the UK, to counter the increasing competition from the low-cost airlines in that country.
They refuse to use 'fare/seat-dumping' (probably because they can't afford to do this at the moment), and have made a point of telling us (the consumers), that they will not be offering fares which match, let alone undercut those of airlines such as Easyjet (I think it's impossible to undercut Ryanair, but that's another story).
Instead, they are trying to convey a message that by paying a (reasonable-sized, generally) premium over the LCCs, you will be getting much more value for your money-flights into more convenient airports, complimentary food and beverage service, FFP, a choice of schedules and routes to suit you, interlining and all the usual benefits of flying with full-service airlines (accommodation/compensation etc.)
Probably a better idea than trying to out-compete the low-costers.....in vain, and at massive cost to the flag-carriers. In any case, BA should start to hike up its fares in Economy, as there isn't anyone flying in First or Business to subsidise the lower-end of fares in Y, at the moment.......and if we go to war with Iraq, god knows what BA are going to have to do.
Shouldn't American carriers hike their fares up (in Y), and/or lower their costs....?