BA are offering fares that are more than comparable with the LOCo's without all the add ons.Provided they can sustain the cabin service levels during this downturn they should come out the other side with a good customer base still intact.
BA.com would not normally be the first place one would go to for a cheap flight but if you are nearer Heathrow or Gatwick and take the travelling costs and time into consideration and book early,they really do offer value for money.