Three nasty things to bear in mind when deciding whether to select BA or another carrier:

i) Seat non-assignment. Like an LCC, you have to pay money for seat allocation. Even in business class (unless you have BA status, or the most expensive ticket). And even then the really good seats are blacked out.

ii) 35-minute automatic offload at security. Here BA is even worse than the LCCs. BA punctuality was so bad they could only solve the problem by putting goons inside security who check your ticket and prevent you going through if it's inside 35 minutes to scheduled departure. Yes you may be able to see the gate and yes it's only a few steps away and yes there's no plane there yet, no matter, it's automatic, you'll always be offloaded and forced to pay the change fee.

iii) Baggage transfer at Heathrow. Enough said.