I've been a frequent traveller (always in economy) between EWR and the UK for 10 years now. Initially it was BA without question, but due to the CO service from BRS initially, and then the realisation that the service, and particularly the IFE, was far better on CO/UA, its UA all the time now. The $20 - $30 for a cocktail and a couple of bottles of wine with lunch is well worth it.