Although I've not flown F this year I would do so if the price was right (or UUA - I tend not to outright pay for longhaul flights using Avios as I need the TP for status). For me it's the crew that make the service as the product is not world leading. BA have massive business class cabins and so a relatively small F cabin means service can be more personalised.
I actually think of F the same way as I think of CE. It may not be a massive step up from the class below it but I value the extra space, improved catering and most importantly better service due to the smaller cabin.