Agree with the OP, though it's not so much that the joy has been removed, rather you can find more joy elsewhere.
I have moved all my flights West to AA [where I can get the 77W], and all my flights East to CX or QR.
Certainly a drop in the ocean from BA's point of view, but then I didn't do it to try and 'hurt' BA, I did it because AA and CX offer a better hard product and service and that makes me enjoy my flights more.