Sadly, I agree. I have been BA EC Gold for 6-7 years, but have almost stopped using the airline in entirety. I fly mainly to Middle and Far East, and (whilst the BA seat is a winner) the service simply does not compete. I usually fly in First for long haul and Club short haul. Even in Europe, local airlines are USUALLY better – such as Aegean for Athens, Aeroflot for Moscow etc.. Where is the luxury in the premium cabins? And BA does charge a premium for its service. It is so fortunate to have such a loyal bunch of followers but I fear the loyalty is disappearing. T5 lounges are excellent but that, alone, is simply not enough!