Mrs wub and I always travel to the Far East on holiday on BA World Traveller Plus and return Club. Like Avman we treat the whole package as a holiday, not just the destination. We particularly enjoy access to the lounges, especially the Arrivals Lounge at Heathrow, where we have a big breakfast, a shower and a change of clothes.
We have an average income but no kids, mortgage or other financial burdens. We prefer to blow our cash on top notch holidays than anything else.
Another benefit in flying business with BA is that we both collect BA miles, so a return trip to Asia earns us over 30,000 miles. Last year we went to Antigua and back in Club for almost nothing!