Well my two pence on F is that it can be excellent but it can be pretty average sometimes (based on personal experience and feedback from friends, as well as on here).
What would help F is IMHO for it to become renown for the very high level of the soft product again. By that I mean before, during and after the flight. The hard product is never going to be the size and bells and whistles of some other carriers and IMHO does not need to be if the all round service experience is excellent. And shock horror, BA might even get people to pay a premium for it.