BA treat their frequent fliers with similar contempt. Unfortunatly I have many thousands of award miles with them, tried to get an award ticket to the US for a family member. Ticket price.....$780 for cash.....award price....$740 + 40,000 miles
The same trip using my American Airlines Advantage account....$176 + 40,000 miles.
I try to avoid BA where there is a viable alternative and dont`get me started about Heathrow. In all of my travels they are the only ones to lose my bags, but they did a great job getting them back to me so no foul there really!