Flown both; think they're equally good/bad as each other (although did get a bad batch of food once on a Virgin flight which resulted in some of our party - who made the wrong choice of meal! - spending the first day on the toilet

But, I'm pretty sure most airline food comes from the same plastic factory, so it could have happened on any airline) so I'd just fly the cheapest.
I actually don't think the service is any better than any of the indirect airlines but people do get their knickers in a twist if they can't fly with their preferred airline - personally I'm willing to give my money to whoever will get me there cheapest without too much faffing about in the meantime.
For us, one of the huge bonuses of flying indirect is that you wind up on a plane with a 2-4-2 or 2-5-2 seating arrangement most of the time. As we're a couple, this means we don't have to sit next to anyone else. (I know the back of the Virgin/BA planes sometimes have this but it seems like a scramble for seats on those planes - and BA charge for you to choose a number and a letter

). That and the 50% savings on flying direct, anyway...
Oh I will say that Virgin and BA do sort you out with a (very) token gesture of some cheap airport fast food if you get delayed. The US airlines couldn't care less if you're delayed. But I'm not about to make my judgement based on the potential of being forced to buy a McDonalds. We learnt a long time ago to eat a decent meal BEFORE we arrive at the airport
