We've found that BA are actually quite competitive, unless you have the flexibility to hang-on for the very best last-minute deals and are prepared to risk eventually paying more, or not going at all.
I think that they have really 'raised their game' in recent years. I travel a lot on business and had a poor opinion of BA short-hauls as a result, but I would recommend them based on more recent experience.
Just something to consider, I suppose.