Differences in service levels in economy can be quite significant. Food, inflight entertainment and quality of cabin crew all vary. Economy long haul is not the same as short haul, and aside from legroom, I actually think BA is much better than most.
My advice would definitely be to decide on what is most important to you, choose carefully, and you will get an airline that gives a service most suited to your needs. Seat pitch for example might be irrelevant if you are very small, but food might be important, if you have specific dietary requirements, or you really, really want to get some free wine/alcohol with your inflight meal (as not all carriers offer these services to the same degree). Likewise inflight entertainment.
It really depends on your own priorities.
Last edited by 10secondsurvey; 5th Oct 2006 at 21:34.
Reason: spelling...again!