As an example BA's cheapest LHR-JFK-LHR midweek in Feb is just under £2100 return inc taxes, or £4350 fully flexible....8 flights a day to JFK and another 2-3 to EWR, and they are busy with high yeilding apax....it's the bread and butter route that pays the bills. Off season you may well get an upgrade on miles, but at peak times forget it.....
Max Jet created a new market for themselves & it appears that SilverJet are doing the same - BA/VS/AA traffic to JFK has barely been dented by Max Jet & Eos from STN.....the frequent flyer programmes & corporate accounts will keep most customers with the legacy carriers.
Best of luck to you all in carving out a new market but do watch out for MB, as he will be watching to see where he can put the knife in.