Mmm, slightly misleading I think , BA from Gatwick only are offering 2 types of economy travel , you can purchase a hand luggage only flight at a DISCOUNTED price or pick the normal economy which includes in the price a hold allowance of 23kg , both fares still allow passengers a very generous hand luggage with a second laptop/ handbag also allowed , so I don't think it is following the other airlines .
The economy prices with hold luggage are the same price as they were before the the new discounted hand luggage only economy prices were introduced .
The hand luggage only idea was trialled earlier this year on selected routes and is now being rolled out to other routes that fly from Gatwick ( and this is the only airport ) .
You could view it as offering an alternative to passengers who would usually fly with LCC , however BA do offer free seat selection 24 hours before , a free drink and snack and the option to collect AVIOS .
Hardly following the other airlines is it ??