I would clarify on this comment. BD have a better seat and better IFE. That does not equate to a better product.

BA offers a better product, because it offers:

1. x3 daily frequencies
2. widebodied planes on 2 of the daily departures
3. great lounges at either end, at T1 and at DME
4. Golds get the best seats selected in advance
5. dedicated immigration area on arrival, guaranteed no queues
6. dependable familiar service
7. great crews, consistently excellent
8. decent meals, choices of meals, wide choice of SPMLs
9. OLCI always works
10. PYOBP always works
11. same day connections across the whole BA network from LHR
12. mileage earning on BA (most the DME fliers are BA Golds/Silvers)
13. newspapers/magazines on board
14. immigration/customs cards handed out on board
15. corporate "deals" for many of the large companies flying the route
16. good connecting fares to US, Asia etc

There is a lot more to the product than the seat and the movie. As BD have found out. Which is why BA packs in up to 150 CE passengers on 2 daily 767s, and a few dozen on the overnight A320s.