Richard I don't know of any businesses who have supported a £2.5K flight to Houston for the privelage of flying "direct" from ABZ since it was first bounced around. I simply don't know who did City Star's market survey. Yes there will be the odd exec for whom money is no object but 200 seats a week?
If you ask someone who travels to Houston on business if they would prefer to fly direct from ABZ as opposed to via Heathrow / Ams the answer would of course be yes if you call that a market survey.
BUT .... with the caveat of two and a half grand for a business class seat well thats a different matter entirely for many businesses.