I am limited by my company's travel policies and I want to fly direct where possible. I love BA's CW product so I actually don't mind losing out on some of the EQM if it means I get to fly the flag and sip champers from my delightful New New CW seat.
The only other alternatives my travel planners offered me were on UA or KL/NW. I don't like United at all, even up front and I'm not sure if I can be trusted to make two stopovers in AMS without spending the entire 16 days there!