1. LHR is a pain to connect at and adds hours to a US-Europe itinerary, whereby a connection at FRA, CDG (and I hate that airport!) or AMS would be quicker. LGW used to be a nice airport...
2. BA equipment is not 'superior' if you fly in 3rd World Traveller (last time I checked over 50% of the seats on any transatlantic flight). AA has MORE ROOM, NW has better IFE, UA has Economy+, and all offer 100% miles and 100% status miles on all coach fares. Yes, bring your own toothbrush, but I don't think that 50 cent BA amenity kit will cut it.