Logged into my BA account today and realised I have a GUF2 that expires April 1st. Had a check to several destinations I may fly to this year but there was zero F availability. Logged out and couldn't care less about losing the GUF2. Anyway my experience this year with LH/Swiss/Singapore/Qatar has been very good, and I have further flights to Asia with other airlines later this year.
Its is big world out there and my days of being loyal (and I was - BA gold for over 20 years) are pretty much finished, especially to a company who was last competitive in the late 90s.