Watching Silverjet is like seeing an action replay of Maxjet. The only data the shareholders get is how full the planes are each month. Cutting prices by 20% needs to raise the load factor by 25% to take the same revenue. They then face higher costs to support the extra paxs. If you only get 15% more passengers then you just make your loss bigger.
When the airline stated it needed about 65% load factor to break even at operating level with an oil price of $50/barrel and a return trip at £999. With oil at $100/barrel and fares around £879 return the planes need to be very full just to cover the operating costs. Even the departure tax has doubled which will upset the model.