In the piece, BA celebrates Darth's more positive attributes, which include decisiveness, swift action, devoted staff, an insatiable desire to succeed and his wide variety of skills (to quote: "he doesn't just sit behind a desk, he gets out and flies a fighter ship alongside his junior pilots").
The article also credits Darth's dress sense which gives him an authoritative air of mystery: "If people can't read your face and don't know what you're thinking, they can experience an uncomfortable sensation that puts them on the back foot," says the airline.
But even the baddest man in the galaxy has some flaws. BA acknowledges that old Darth was a tad prone to mood swings, adding that his tendency to bully and torture staff represents a bit of an HR liability.
Finally, he made a fundamental error in allowing family issues to cloud his judgement. "In the end, [Darth] revealed himself as a sentimental pussycat and showed a modicum of remorse as the empire crumbled. Sometimes, you just can't let the mask slip," quips the oneworld carrier.
One reader responds: "I look forward to seeing Ming the Merciless up next month."
(Picture credit: Sipa Press/Rex Features)