FOLLOWING THE REVELATION that British Airways is contemplating a move into the direct-sell, low cost airline business, easyJet retaliated with a full page ad in the Financial Times - clearly directed at BA's shareholders, institutional investors and non-executive directors. Headlined ‘Does the world’s favourite airline really want a low cost carrier?’ the ad summed-up: 'If they’re not doing it for the money the only possible reason is to eliminate their smaller competitors like easyJet and then put their fares up again.'