I don't understand their logic with their different long haul business models. On the one hand you've got London, Paris, Barcelona etc flying to major airports (excl OAK and FLL, but both still sizeable and have good transport links, especially OAK) with a two class aircraft. But from Ireland, NI and Scotland they're flying to tiny airports far far away from the cities the majority of pax wish to fly to with a single class aircraft.
Hasn't the short haul LCC revolution not taught airlines that pax don't want to fly to secondary airports? easyJet years ago and Ryanair more recently driving growth away from distant secondary airports.
Also their ancillary offering is poor, I've never known an airline to give away a XL seat in a cheap bundle fare for only £50 extra.
They need to embrace technology more, particularly mobile technology to increase ancillary. Fitting more premium seats in? Why don't they introduce their bidding system on their app when people are at the airport and likely to consider an upgrade if they got a push notification. They could easily raise ancillary without damaging their brand.