Yes, what do you expect from a Daily Mail style site.

That said, are you sure your miles were nearer 4p? Would you really bother with CW both ways if you couldn't UUA, or would you fly WTP one way, CW back, or even fly WT one way? Perhaps you'd even consider AF or KLM?

I'm going to SFO next year for 150k avios + £1.2k, for 2 people. That's a "value" of £7900, or just over 5p/avios, however I would never spend £9k on that flight, so 5p/avios is not right.

On the other hand, I spent 30,000 avios and £35 on a return to LIS, where the only alternative was to buy a £500 ticket, which I would have had to do. The avios was worth well over a penny each then.

If I were to offer you a private jet ride from JER-LHR for £500,000, or 50,000 avios, you could claim the avios was worth £10 each, but as you'd never pay £500k for the ride it's a meaningless comparrison.

To you, Mr T8191, your avios is worth the increased comfort of flying CW from LHR to IAD and back, rather than WTP. You can put a price on that, BA do, that price is as cheap as £250 each way, or could be £2500 each way.

As for this site, they claim
"A. The full survey was originally done in June 2009 and it was updated in May 2012. But if there are major changes to any of the main cards listed, we try to update those."

Interesting that "BMI Destinations Miles" are worth .86p/mile