It would be interesting to hear more on the business model.
BA alone fly 8 times daily LHR-JFK with tickets next week from £268.60rtn inclusive or Virgin LHR-EWR for 20p more!
I think only Delta presently offer LGW-JFK direct.
I'm lead to believe that the standard return is likely to be pitched at around the £220.00 including surcharges etc. Obviously the premium seating will attract mayby another £150.00 onto this, but this beats world traveller plus.
I suspect these won't be a promotional prices, but the day to day level, give or take etc.
Not bad to JFK from LGW, less hassle than LHR, and with a lunch time/early afternoon depature, I reckon they have a pretty reasonable product to offer.