While lieflat on BA is, well, lieflat, that is all it offers. "Cold" (British?) service and the cramped feeling in the cabin does not really add comfort. Flying backwards, small and limited IFE and an aisle seat where you lie halfway in teh aisle (happy bumping) are other reasons I avoid BA despite lieflat beds...Yes, the window seats are great for privacy, but availability obviously very limited.
W