Nickmanl, where have you had your head for the last few years?
The market is crying out for a product that:
treats the passenger as that, and not a commodity
gives them a reasonable amount of comfort,
offers a price below the extortionate C class of BA et al
No, going the business destination is not the way - business needs at least 2 flights a day; leisure can work with 1 a day or even 1 ever other day.
The doom merchants said that independent Executive Lounges would not work, but they do because there are lots of people who are quite prepared to pay a sensible price to out of the melee of the terminal.
If they get off the ground, I wish them well and would certainly look at their product as opposed to the cattle truck ethos of the FR's of this world who are not, generally, cheap - by the time you have paid for your flight, your bag, check-in etc.
GH