Aside from the AOC, lack of slots, lack of experienced airline revenue staff (although Asquith claims he worked in aviation finance) and questionable choice of routes and and aircraft, Asquith seems to be convinced that passengers will flock to Global due to them deploying A380s.
When I first flew an A380 I was impressed with the quietness of it. I haven't flown an A380 for a while but the B787 and A350 are pretty quiet too. As a passenger I dislike the A380 as boarding takes an age. Meanwhile I think 98% of passengers don't really care what airframe they fly on. Most can't tell a Boeing from an Airbus.
In terms of cargo, A380s are also pretty useless in terms of tonnes they can carry...