The OneWorld Alliance is a marketing gimmick.

It consists of little more than sticking the logo on the members planes (and some of their boarding passes). It's very good at helping the members financially - cross alliance e-ticketing and codeshares etc., but when it comes to making any tangible improvement to the pax experience, forget it.

For example, from my recent experience, BA unable (or unwilling) to issue BP for an AA connection; BA staff at SYD refusing to assist with a BA codeshare ops by QF ("Go to the QF desk!).