I think F3G is also on the point here - if you have spent a large sum of money on a flight, you want to feel that the 'kit' matches the expenditure.
When I fly to the Far East with an Asian carrier I know I will get a newish aircraft, normally with better pitch than BA, and with an attentive cc.
On BA I will get an old aircraft, 31'' pitch and [at the moment] a variable crew experience.
If the price is the same, which should I choose?