I meant I'd only flown
first twice, both times with BA. I've flown business many times, across a few carriers (although mostly BA). Never have I had a "living room experience" though!
As long as it's one of their newer planes, I find BA's business to be "good enough"; the food is invariably shite, the service is usually shite, but the wines are decent and you can sleep, But you're correct it's not as good as others (e.g. Singapore Airlines).
The couple of times I flew first with BA, I have to say I was mightily dissapointed - no way was it worth twice the price of business... it was barely any better at all. Luckily they were free upgrades!
TBH, all of BA feels like it's stagnated for 1-2 decades, and is slowly becoming a budget airline - but without the budget prices.