@Mr Michael, the price of airtravel on BA has reduced over the years, especially when using ex-Europe tickets.
But I do expect BA and to a degree Virgin, to at least aspire to being a 5* airline. The big problem though, is without the modern products, they are just A N Other service, whom are used for convenience of network…
You read plenty of postings about traveller trying new airlines, even if the route is longer, just to try the product… very rarely do pax try BA, just for the product.
I know in my case I use BA for avios…. it makes a massive savings for me. But I do not consider BA anywhere near a Premier league airline… NO WHERE NEAR!!!