1. Investors and their money will soon be parted, the leasing companies have little choice here as those Dreamliners need to be flying and no one is buying.
2. Two wrongs don't make a right, Norwegian famously used every trick in the Ryanair book and some more to avoid industry level terms and conditions. Pilots can't fight this when there's a never ending supply of kids paying tens of thousands of pounds to qualify as cadet pilots and the laws of supply and demand still apply.
These guys haven't flown a single flight yet but already they're talking about a UK subsidiary on a different AOC alongside whatever the Norse markets will support and to me that's already running before you can walk. You can either be in niche Norse markets that are underserved by SAS and charge good money to grow the market and be a profitable local player or do what they did before, get starry eyed over high volume low yield high frequency super competitive UK markets. It's already a pan European ego trip before one flight has flown IMHO.