Ok, leaving the name aside for one moment.
How are they going to get bums on seats when their minimum seat pitch is 38", and this has to be borne out by higher ticket costs?
From any London airport, maybe, but from the regions, is there really a niche for this premium service, without offering a more basic economy product?
I just feel that the business plan is flawed for that reason.
However, I for one would be happy to be proven wrong, for two big reasons:
1) It will be good for the Midlands to have our own unique link to Florida.
2) It will buck the trend when so much else is going downmarket.