But is there anything pleasant in flying in the back of the bus on any long haul airline?
I would venture there is very little. Which in a way is the way the product is designed. Economy, after all, does what is says on the tin. It gets you from A to B and little else.
I think the notion of long haul travel being pleasurable disappeared many moons ago, not just on BA, but on most other airlines:
Increase in seats on 777 from 9 to 10 (plus going way back Alex highlighted 747’s used to be 9)
Reduction in quality of meals
Reduction in seat pitch
When I think back over the last x years on long haul flights I’ve taken in Y, I see very little between most carriers, with the exception of the Asian carriers in general being a notch above. Comparing BA, to other European & US based carriers in Y, I’m not so sure there is any real difference.