Flew last June - took the direct non stop route with BA (avoid using Iberia). Excellent service, food and in-flight entertainment (seat back, individual screens, recommend taking your own headphones with a 3.5mm jack as the headphones that provide are very good). Arriving at terminal 5 is also a bonus.
I always try and get the rear seats as on all the flights I have taken up to now that have been only 2 seats wide rather than the usual 3 seats wide,
www.seatguru.com says they have some disadvantaged - I think maybe the tv screen is slightly offset but it's never bothered me.