That's what I was thinking too.
I've been considering that all the TATL from EDI are focussed on incoming passengers, because of the timings. If you are to attract traffic from more of Scotland, outside the Edinburgh area, you need westbound departures late enough to avoid an overnight stay before the flight. Even this flight, at 10.55, will mean getting to EDI by 9.00, given the extended security. Only the ORD flight at 12.00 could be described as user-friendly, while the Norwegian flights are at the other extreme.