One has to remember as well, that an airline being "full service" doesn't just apply to what you get onboard without paying extra. It also applies to free hold luggage, check-in and the most important of all: Back-up when things go wrong, such as technical problems and cancellations. At least BA will get you on to the first available flight and not a flight 2 weeks later. We have been known to re-route with other airlines as well, if we can't get an aircraft out quick enough.
I'm not saying BA is perfect, but a lot of the time we do try.
Gg