I always found BA to be great short-haul (weekend city breaks to the continent) but utter shithouse for long-haul.
We used to use them over Easy Jet and Ryan Air as:
The cost at the time was not much more.
Greater choice of flight times.
They gave you decent food.
The plane landed at the destination you were after not 100 mi outside in the country somewhere.
If there was an issue with delays etc you lost much less time as a result due to the airline's capacity to put you onto another flight and by them being a more important client of the airport.
Things may have changed since then though (2010).