Poimtless going up against the likes of BA and KL at Heathrow (AMS, BHD, and NCL). Business and regular pax may be collecting points and miles on the Executive Club, Flying Blue, etc., and be reluctant to change.
Maybe routes with no competition would be better, BUT it's no good if nobody knows about them. Is it not necessary to advertise and promote these routes ruthlessly? This is particularly important on LHR routes as "the connections to the world" angle can be used as well.