I've flown quite a flew times with BA, and have never experienced bad service. It always seems to be very good. Maybe my expectations aren't as high, but I've certainly never had rude. Possibly the rudest was this older woman on my first CW flight (after an op-up) back in Jan 2005. But thankfully she wasn't on my side of the cabin and the gentleman was excellent. I think BA's service in my experiences has been one of their strongest points.