Originally Posted by Oaxaca

True (and I've made a considerable saving myself booking QR vs BA on flights to Australia), but that's not the comparison being mentioned. JFK-BOM isn't a non-stop on BA. The more relevant comparison is, for example, someone comparing BA WTP fare LHR-BOM with EK J LHR-DXB-BOM. The EK fare may be close in price or even cheaper (and I've no idea how these fares compare, it's a hypothetical example), but it's a connection and a longer travelling time.

BA will price the WTP at a level they feel they can sell against direct flight competition. This applies much more to UK-based customers (some would say London-based) than those based elsewhere, where a connection is anyway required.