On some routes BA is the best in the world (and there have been improvements in the past 6 months); but BA has more planes with F service than CX and SQ put together, so there is also a matter of scale. Much easier to have a consistent premium product with a smaller airline; and BA's ground facilities and infrastructure are shared with their short-haul services. But BA has deliberately improved its business class service sometimes at the expense of the F service. For example the Moulton Brown spa in LHR is equally available to F and C passengers, even a C ticket to AMS for USD200 gets the same spa service as that mythical USD12000 Concorde ticket. Many other examples of changes BA has made in the past 3 years which show they focus more on C than F product -- probably an excellent business decision, and VS has more than a small role in it. Now if VS had F service, we'd see changes occuring next week ....