I'm always trying to keep up my Continental elite status, so I tend to fly them or their code-shares on other airlines. One time, on a trip to Poland, my return flight connected through London and I was on a Virgin Atlantic plane. Wow. It was really a superior experience, as much as any airline can be better than any other airline. I'd blown a ton of miles to upgrade myself with Continental, and that upgrade got me into Virgin's fancy lounge, where I had a very nice complementary omlette and orange juice for breakfast. If I'd gotten there earlier, I could have signed up for a complementary massage, but it seems the masseuse was all booked up. On the flight, the seats weren't anything particularly novel, but they'd make your food, to order, when you wanted it. Also, the safety video was a clever and entertaining animation, rather than the usual dry, boring safety dance. When's the last time you saw credits at the end of a safety video?