I agree about the case by case approach; at £40 extra, it is definitely worth paying. Sometimes I will pay a reasonable upgrade fee for a one way if travelling at peak times, when the guaranteed extra space is nice to have.
If you get it bundled with a CW ticket, that is also okay.
But it does not make it a good product per se, IMHO.
I think Binman makes some fair points and am reminded also of the photo that Potakas posted a few months ago, showing the very dirty state of the cabin he was travelling in – that is not acceptable.
As Binman says, CE should reflect he quality of CW in it’s own way.
I really like the CW product, so am not anti BA, but I do not rate the CE offer at the moment, there is not enough differentiation from eurotraveller to pay a full fare, which I believe is what Binman is getting at in his final sentence.