As a BA frequent flyer, mostly on EU-US and EU-Asia flights (ping pong, ah yes), I choose BA over other airlines because I have very, very very rarely had a bad experience with them.

I love the CW offering, WTP is passable (and WT is awful but hey ho, I try to avoid it if I can).

I don't use the lounges much as I generally don't try and spend a ton of time in airports unless I need to. Not overly impressed with them anyway.

But the service is the right balance for me, and I seem to get upgraded more frequently on BA than on other airlines which also helps