The comparison with Branson doesn't seem to work with me. Branson used someone else's model for an airline called British Atlantic but changed it to Virgin Atlantic as there were 'too many BA's.'
If anything, what Martin is trying to do is more ambitious start an airline from scratch but because there is no plan to follow like Branson had it seems a bit susceptible to change!
To be honest, I can't believe his financial backers are putting up with this constant change of business plan!