Why limit success?
What intrigues me is the statement that BMI won't allow baby more than 13 737s.
If it's a success, it needs as many as it can cope with.
If it's losing shed loads of cash, it needs to be constrained.
With 13 aircraft, baby is a significant size for a UK airline. If it's profitable, or moving that way, Sir MB will want to invest in its future success. If it shows no sign of long term profitability, it should close. There's not much ground in between, so can someone say why it is being limited?