I don't know... it says roundtrips start at $170, which doesn't include food, luggage, or a seat that reclines.
I've seen El Al flights via their new auctions for $360 or so -- which includes luggage, a meal, a seat that reclines, and more legroom. And as a Fly Card Premium holder, I could also get a free upgrade to Economy Plus or a preferred/exit seat with even more legroom.
Don't know what the situation is with British, but I'd imagine that prices are similar to El Al.