I think there's a great deal of realism in this thread. VS is very much the underdog at LHR compared to BA, and to attract people it has to overcome the BA branding (still powerful, as we've seen from an award this week), the BAEC FFP tied in with oneworld and its own very limited route network meaning far fewer direct flights.

So, given price is often the same, of course its cabins are going to be better, because they have to be - otherwise no-one would be prepared to fly with them, let alone someone without access to the Clubhouse.

BA doesn't have to try to improve (more's the pity) - it has pretty much a guaranteed market through its dominant position at LHR. I suspect BD actually hurt BA more than VS because of its slot quantities, hence why it was bought. VS will now be but an annoying little pimple on BA's backside, certainly not a serious threat that requires rearguard action ...