I would have thought BA
's reaction was the same as everyone else's - why spend the extra money on fuel to shave a small fraction of the flight time when (a) it still takes hours to get to the airport in gridlocked traffic, (b) it still takes hours to get through
the airport (last week I spent a whole fucking hour in a queue for security at EWR
), (c) if there's air traffic congestion you might be in a "Sonic Cruiser" but you're still stuck behind an A340, or number 27 for take-off, or stacking for 45 minutes over Biggin Hill or Epsom, (d) no compatibility with anything else in the fleet.
I couldn't help giggle at Branson's reaction - "The Sonic Cruiser will usher in a new era for air transport. Virgin Atlantic will order three." Talk about damned by faint praise.
fly Saha Air 707s daily from Tehran's downtown Mehrabad to Mashhad, Kish Island and Ahwaz