Emirates have never been the cheapest way to get to Dubai for me (from MAN). Their tickets usualy come in around £450 in Y. I can could get KLM or Air France for around £280.

But the convienience of a direct flight, and their IFE and service is worth the extra money for me.

However, if this minimum fare was to rise to £550, then I'd have to think again.

Cheers,
Rick