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I think AlanOrton1 got it bang on.

I too am OW loyal rather than BA loyal and will use the carrier with the best schedule and price for where I need to go.
BA is also my main airline and where I have the status (gold).

The collection of Avios is important to me as it gives me the chance for one or two long haul flights in F for two of us, each year.

On the whole I still like to use BA if possible, I personally like the CW Window seat when travelling alone, although the IFE could use an upgrade. But the main reason to chose BA is the crew. still the best there is IMHO.