I have related this story before i know but do believe its still relevant.
Some time back working at Birmingham we accepted a diversion in from Luton, none of us had heard of them some tiny outfit called easy Jet. The concept of LoCo was very new in the UK. All the comments around the Tower were along the lines of " never going to work " " I give them 3 months max" etc etc.
Well here we are a few years down the line and look how successful they are.
Some will fail and some will be an outstanding success, most of us on here havent a clue about running or starting an airline up so who are we to know.
Regarding the name , yes I agree bizarre but that i would think is the whole point isn't it. The name is a marketing dream, you won't forget it easily will you.
As with every new airline that starts up I wish them every success