for the UK scheme, does anyone know how make sure I get better redemption options than I currently have.

I have an account that only will let me redeem with Hilton, Priority Club or Delta (who I would't really use) & I have new links to join from British Airways & Hilton (again for some reason) - I e-mailed and asked e-rewards if they could add in the British Airways into my current optoins, but was told no and the only way to get BA rewards would be to cancel and re-join using their link. I'd really like a few more airline choices too, is there some logic about who's link you join with and what other options yet get ?