Good. Fuck 'em.
Let's just say that I had a customer service problem with BA, and this just reinforces my view from that day that BA somehow think they're fucking special somehow.
You provide a bus. A nicer bus than Easyjet. One that flies into more centrally located airports, but unless you're going to be competitive, not a bus most people will fly on.
A bit of advice for the BA staff: people have tried this before. They've seen their position eroded, either by regulation or by technology. The history of strikes is overwhelmingly that strikers lose. Your customers will go elsewhere and you'll be out of a job.