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On BA, tickets routed NCL-LHR-??? are generally cheaper than LHR-??? direct
Normal industry wide practice that supports the Hub and Spoke business model.
Down side is the short domestic/puddle jump flights are seen to book deep crimson in the accounts !
This is countered by charging £300 + for those wanting to commute or make self connects.
Thats what ASH666 has already found on the puddle jump to Amsterdam to join the Dynasty service.
Two tickets and no cross subsidy (unless you buy via a consolidator)
Though not said by ASH666 from Heathrow perhaps he would confirm but i also suspect he's used EVA from Heathrow as well.
Both the Taiwanese carriers offer some pretty good deals across all classes into Bangkok.
Whist writing i also think his jet lag experience with Emirates is more to do with the departure time on the current Newcastle service which dumps you in the desert in the middle of night rather than stage length.
The later departures from other UK airports are popular exactly because they arrive in Dubai in the morning meaning you will have had a nights sleep.