First Choice is owned by Thomson. We have flown with First Choice Premium in the past, but it was before they were owned by Thomson. It was wonderful and comparable when you factor in the difference in cost to Virgin and in some ways better. Now, Thomson, hmmm. We had a horrendous experience with them a few years back, albeit, in economy. We swore never to fly with them again. We flew with Virgin, in economy, and the experience was almost as horrific. So, we are booked with First Choice Premium for our next trip.
For us, the way we work it out is that if we can get First Choice Premium for the same as, and in some cases less than Virgin Economy, then we go for it. I would probably not fly economy with First Choice but I highly rated their Premium Service last time we flew with them.