I did a quick scan across 5 different sets of dates over the next year on a popular route with two airlines that have different business class seat reservation policies.

LGW to MCO with BA and Virgin. Virgin were more expensive each time; only once did they come close and then there was still £200 in it. So even if you booked Club World and paid for seating you would still pay the same as Virgin and most of the time far less. Don’t get me wrong - I don’t like paying for seat assignment on BA but when the flights are that much cheaper that you can factor in paid seat assignment and you still pay less then you have to wonder whether the other airlines are building their cost into the fare and just not telling you. Slightly OT but we find Club World seats more comfortable and a better arrangement for travelling as a family than Upper Class anyway.