I used to work with a woman who said "The holiday hasn't started till I've bought a handbag..." and only be half joking, so if it gets well known I can see this becoming part of the holiday experience. I agree that Bannatyne is no mug and the airport is to be applauded for being innovative and supporting local businesses but like others I'd worry about the number of customers - not seen it mentioned, but wonder if they are offering free-parking to customers like some of the other outlets. That might attract non-travellers into the airport (we've all heard of "the airport as shopping mall" idea!
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