It's competition, nothing that out of the ordinary really.
The interesting point is how FR have shown a far greater interest in LTN over the past 6 - 12 months after being stagnant for many years. Arguably the collapse of ZB created an opportunity in certain markets, and the push from LS on their home turf seems to be hitting FR, I believe, harder then they may have first envisaged. Equally FR's stronghold at STN is largely now saturated and have, albeit slowly, been losing market share in LON overall with the expansion of their rivals. As such they've had to look towards LTN and SEN to fulfil their growth requirement. That in turn drives the need for more direct competition to shake the weaker capacity out of what is already an overcrowded aviation market.