I agree, (in business at least) it's quite comparable to the QF product. The problem, however, is, particularly on NW, the impossibly haughty, elderly matrons who run the show. IMHO the less said the better, but you will have it their way and please remember that they are primarily there for your safety and security and refusal to comply with FA orders is a violation of FAA law. Honestly the climate of fear and dread I experienced one day passing through MSP back home put me off completely. But I've quite enjoyed my KL flights to LAX and SFO recently even if they still use the old seats and I quite like chatting with KL FAs, most of whom are very pleasant and friendly.

One thing I do know from BA staff in AMS is that they do very much want to compete on the ex-EU market particularly for (North American) longhauls. Hence the Eurocheat phenomenon. The former duty manager here said flat out, look we know LHR is a dump and we have to compete on price and amenties to encourage pax to transit that place.

Actually although I don't have a car of my own (for now), the Harwich overnight ferry is quite reasonable. An early dinner in London, out on the A12, sleep and shower overnight, and traffic on the A4 notwithstanding, in Amsterdam by 9 am the next day.