Perhaps I'm one of the minority? If a VA flight is available, I'll definitely pay the difference (usually negligible). Every other time that I've HAD to fly some of the others (i.e. a VA flight is not available) I end up swearing I'll never fly that airline never again. I've never had that feeling with VA which is why I'll always choose it over any other...
But then again, I may be one of the minority...