I do not think it's a case of wanting to, or not wanting to piss people off. From my experience I get the impression they are a bit out of their depth with the current situation. Anyone who knows me knows my view of BA, and the fact I have refused to travel with them for years as they are such a poor airline. Due to timings and geography I was forced into using them on Saturday.......never again. Compared to many other airlines their service, and their customer service especially, are appalling.
I think most airlines are, The main problem for them all is the timing of it all. If it was any other time of the year people would not be kicking up half the fuss and just move the holidays.
Im not a fan of BA, the service as you say is at best average but I think in this case it wouldnt be fair to blame them.
A friend of mine who works for a cruise compnay had a passenger tell him to his face the snow was his fault.