This spring we travelled to and from LHR on a Virgin Atlantic flight, booked through the Continental site (and getting One Pass miles). We had done this before on a LHR-EWR trip and much preferred Virgin Atlantic. The only possible problem was although the flight had a CO flight number, the flight left from the Virgin Atlantic gate in Terminal B. Thanks to a query on Flyertalk, we were "in the know" and did not go the the wrong terminal.
We still think that Virgin Atlantic treats passengers much better than Continental! ^