Cost of tickets? Well that actually is a good question and one where BA score at least at the level of the website.
BA have a really excellent booking system where you can choose the cheapest option and the spread is offered over a 7 day period.
CX website is always the top dollar price so it means that I must phone the travel agency.
As I tend to book my travel at odd hours - well maybe I'm just an odd person - the website approach serves me just fine and when the price of the ticket is also good I just tend to book without then going to a CX comparison.
Seats? Well I have never had problems with the rear facing seats. Seat belts are the same and getting over the next person a lot easier than CX IMHO.
Still the business of the third CX daytime flight from HKG is a goodie, even though it is an airbus 340 which last month had only a choice of 3 movies the whole flight. There were profuse apologies but you would think that someone had a checklist for self loading cargo the same as the flight crew ;-)