Well, you know it's very strange. I used to vary quite a lot between BA and EL AL from London->TLV. I had one really bad experience with the check in people at BA in London (business class) and told them that would be my last trip with BA. They were not moved in the slightest. I then moved over almost 100% to LY and reached their Platinum tier. BA lost a lot of business from me, which was gained by EL AL. But then I meet people who did the same, but in reverse. All told, this type of consumer reaction is what keeps airlines on their toes.