If I may, from my perspective. I fly frequently to only a couple of destinations for work, and BA provides by far the most convenient service from a timings perspective. Direct flights - which are, for me, a real premium. The only alternatives are EK or QR, which mean a 3-4hr+ layover at their respective hubs.
The service is functional at best, but to be honest, am I really looking for more than that? The time I spent at home with my family more than makes up for it. In fact, there is really no comparison.