I'm flying EasyJet this Friday to Iceland. I looked up BA when I booked it, but they didn't fly there at all, although they are starting around now?
I've not used EasyJet for a year or two, but it was ok last time.
Ryanair are better than they used to be as well. The most annoying thing with Ryanair is no seat pocket for me to stuff my tablet/magazine into!

Price does matter- I fly to Gothenburg a couple of times a year, and Ryanair is often around £50 return from STN (I think I paid more for parking than the flight last time!) - BA started flights from Cambridge to Gothenburg (chartered for AstraZeneca IIRC?) but the price when I looked was around the £400 mark! No chance!

I think like someone else said, other passengers can have a big effect. Flying Ryanair to Sweden is generally fine, fly it to <insert eastern Europe stag-do city here> and it'll be horrific. But then we had the same with BA to Berlin last year thanks to a bunch of drunks