The MD80 from Luton seems pretty full and the competition is even stronger from Heathrow 35 miles down the road. Despite the plane change and the extended route, folk are flying with SweFly.
Living close to Luton I would rather the extended route than the horried journey along the M1 and M25, then park remote in a neighbouring county, bus to the terminal and then the throngs of passengers at Heathrow.
Certainly if I want to go from my Bear Palace to Lahore, there would be little difference in travelling time? I may even shed a few pounds of excess blubber treking to the gate!