"Going after the competition" should be a long way down the list of priorities for a new airline. No.1 is undoubtedly setting up a safe operation. Following that will be things like brand awareness, load factor, yield management, cost management etc and basically trying to make sure that the boat doesn't sink before it clears the harbour breakwater. "Going after the competition" may be possible but is something waaaay out over the horizon. As they say: you must learn to walk before you can run. All the other companies you have mentioned Jamie have proven business models are established in their markets.