BA is my only real choice from BDA non-stop to the UK. Still, if i really didn't like the them, i could get home via JFK, EWR, BOS etc with other carriers. So, even though i am a captive audience to some degree, i actually do like BA as my primary carrier.

Also, safety for me is a major concern and i think that BA probably has the most professional flight crews, cabin crews and well maintained aircrafts in the skies (IMHO)^