BA fucked themselves far more than their customers in the long run, because all we lost was some money, but these folks got a big windfall one-shot, but screwed themselves out of the life they could've had as a reputable respected company achieving great success. Now they have no personal incentive to achieve anything meaningful that will actually make themselves happy, and eventually the scammed money will run out, and they'll be back to square one having to do something even more fucked up to rake in more money. Whereas being an honest good actor could've potentially given them the kind of happy productive lives that the majority of their scammed customers probably have, despite having been fleeced.