From reading FT, Airliners.net and other places it seems clear that BA's F offering is quite far behind other Carriers.

With NGCW in place current F becomes more or less redundant. Only making minor changes to the seat and cabin, and my first thought is that they might aswell not bother with F at all.

A full fare F ticket is what... double the price of Club?
For that you get a seat a little larger than club, slightly more interesting food and possibly great service.
No car service, sometimes bag prio, LHR...

Maybe F is simply there so heavy duty BA customers can get rid of their miles?