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For FDOS living in the north then BA probably does offer poor value, particularly as he does not like transit and prefers non-stop. For the likes of us soft southerners, BA very often is the best value and often competes very well in price with the LoCo’s. The other thing is, that albeit BA is not a five star airline, let’s call it 3 star (to avoid an argument) wth excellent contingency in the event of problems. I see very few complaints of people being stranded by BA unlike some major 4 & 5 star carriers. Very often one can tell the quality of a business on its contingency plans in the event of issues. TK and Etihad spring to mind as having a good reputation when things go right, but appalling when things go wrong.