From my perspective, I will not travel BA J class longhaul while they continue to have backward and forward facing seats. I do not like that layout at all. In terms of "compare and contrast" I think EK, with whom I travel enough to hold a Silver Card, have done an ace job on the upper deck of the A380. I have not been on a BA A380 but I hear from others that have that their premium product on that aircraft is nothing special. I personally think that were it not for the massive pulling power of the BA Executive Club, their J loads would have suffered as I don't know anyone who likes the BA J class config.