Interesting, I had heard the opposite. BA did a survey of passengers and realized that most passengers had no idea how much the tickets were worth since their employers had purchased the tickets for them. They thought their employers paid more than they actually did, so BA realized that they could considerably increase prices without losing many customers. BA raised prices and finally started turning a profit on Concorde.
The way I heard it was that prices were 30% over first class but passengers thought that prices were 3X the cost of first class. Worst of both worlds -- price sensitive travellers wouldn't even bother checking out Concorde as an option, and price insensitive travellers weren't paying as much as they were willing to pay.
