I liked BA until I discovered someone did it better.

It was just like that when I was young, with members of the opposite sex.

BA is just a merchant, when all's said and done. If I find a better product, or at a better price, or both, why should I bother with BA. And THAT is their problem in some quarters. The BA Marketing is 'great', the delivery is sub-optimal [and it doesn't matter which cabin/class you fly in].

BA sadly fails to deliver on its promises at the top end. As we don't travel Y or W, I can't comment, but the BA J experience is simply 'lesser'. Ergo ... we minimise BA. A 2-4-1 to ZA next month is the only BA booking we have ... after that - nada/zilch/none, apart from anything that gets us from JER to a Hub.