VA has always been defunct for not being part of OW/*A and maintaining a select few partners.
The reality is awards are becoming more popular because the miles game, instead of it being a hobby, is now mainstream. Apps and AI combine to make all of the knowledge we worked years for to be able to be suggested to someone booking miles for the first time. Remember, the largest and preferred source for AI is human written content like Reddit and FT.
Many of the airlines will prioritise their own program, let alone more so for elites. BA, QR and IB all use Avios but you will find BA awards only on their website and vs versa.
Loyalty is a trap and being a free agent means you can experience a world of carriers and products. There's a reason to get an AMEX Plat charge card, at least then you have plenty of options to redeem through.