It's absolutely as above, I only tried Emirates due to the availability (and cost).

The flight was cheaper than BA and yet offered more. Chauffeur drive at each end for example, saved me £300? Which considering the cost was lower anyway, is a chunk of money I did not have to spend on parking or taxis etc.

Point being, it wasn't just me, there were 4 of us stood at the bar on the A380 having the conversation around BA and their competitors. All us were "Emirates Virgins" but all were suitably impressed to hunt out EK fares over BA.

Travelling west I used AA, again pleasantly surprised.
Travelling east, my first port of call would Emirates.

As ever, price wins (I'm a corporate traveller) but if I can justify a few quid here and there, then I will.