What I cant understand, is where bmi think they can do it better than Continental, BA or any other 'major' that has tried this strategy.
CO certainly didnt enjoy the association of the 'full service' operation, with 'no-frills'. People will confuse the two.
But who knows, bmi may be the first to succed. I dont like their chances. I would just hate to see the whole lot go down the dunny!