It started last week with the fare drops to Vegas, but now looks like a full out price war going on between Virgin and British Airways on stateside routes from London airports! An awesome collection of direct flights all over the US, including less common routes like Denver and Seattle.
Meanwhile Air New Zealand (a top airline for service quality!) has also lowered their direct flights to LAX to a snazzy £341 return :-)
P.S. biz class fares are lower than average too and include peak holiday times over xmas & nye.