Business plan
"I doubt very much that you have seen their business plan, so we can value your judgements as highly as Now's."
I don't need to read a business plan to KNOW that fixed pricing on all sectors is never going to work. The original no-frills airlines went against the trend because there were good reasons to - e.g. out of the way airports were cheap & less congested.
Now's pricing structure ignores the basic rules of supply and demand - with or without competitors on their routes. The moment they start changing their prices to fill all those empty winter flights and reduce summer overcrowding, they have lost their key differentiator, and leave themselves wide open to be squashed by their bigger rivals.