I landed at LHR T3 on Saturday, my bag did not. After watching all the better behaved luggage from my flight go round and round until there was no-one left but me and a few broken luggage tags, I approached the new BA Luggage counter. The attendant looks at my bag tag, and tutts "well, 3 airlines, hardly surprising..." They were CX, AY and BA. He was oblivious to the giant neon One World logo that filled the wall behind him. I laughed - it was all I could do. My bag and I were united 24 hours later, the same cannot be said of the OW carriers, nor their staff.