The benefits of said cards were so reduced in the good times that I suspect much of their former 'BA wherever possible flyer' has gone to looking for best value for money instead. I'm one of them, 3 flights booked all on BA routes - only 1 with BA.
FF status has little meaning now, Biz seats can be had at such large discounts and the limited miles for upgrades availability doesnt appear to save you much (or any) money either.