With all due respect, their target audience don't give a **** about catchment areas and loads.
They want something convenient that offers frequency, reliability, value for money and comes with some whistles and bells, because the company's paying.
Mr Smith at Smith International Software Ltd in Euston thinks 'I need to get to downtown New York for a meeting on Friday. I want to arrive there fresh and on time and I'm prepared to pay a bit for that'.
He doesn't think 'After seeing the Silverjet ad, it's clear that they're the new BA. What's more, Luton airport has got one hell of a catchment area and word on the street is that Silverjet are showing some pretty impressive loads.'
As was mentioned before, people will take comfort from the fact that if a plane goes tits up, BA are far more likely to factor in an alternative.
Silverjet need to lay off writing cheques that they can't cash and tell us what they CAN do.