I'm now at a point in my travel career where I'll choose airlines that I dislike (e.g. AI, PR, VN) if they offer the only nonstop service on my desired route. I don't find myself in that situation very often, but if I had to get from SFO to BOM or DEL, and didn't have time for a true stopover in HKG, SIN, TYO, FRA, or AMS, I'd rather get it over with in one flight than subject myself to 24+ hours of total duration.