It will be interesting to see if direct long haul services to new or 'unusual' destinations at LGW will see other airlines start to offer direct services from LHR. For example Thomson are re-starting direct service to Costa Rica and currently are the only airline that fly direct from the UK. Although you could argue that it's a purely tourist route, it's perhaps less so than many others. If I was trying to get to CR, I'd go direct through LGW, rather than going from Heathrow to connect through the US and add several hours to my journey.
I don't think LGW is anywhere near an arseache as people make out. I've quite easily connected through LGW on many occasion.