Highflight.
It's just a start-up with a light jet. As light jets go, it has one feature, it's new and on a par price wise with the existing CJ's. It has a range issues, but so do the CJ's (but not quite as restrictive) it also has speculated ATC issues due to it's poor climb performance. If the price and level of service overcomes it's limitations then it will probably do OK.
We nearly purchased a couple, but could not get the return on capital that we get on the CJ, with an existing infrastructure and client base. Best of luck to these new guys, but the model has some major "IF's".
If you can find enough crews.
If you can find enough clients.
If you can keep the clients.
If TAG don't pull the AOC
If ATC allow RVSM altitudes.
If BA crews want to fly in RVSM airspace without TCAS
If your pax don't mind peeing in the cabin.
The list goes on....
Every product has a demand curve, I would expect that in order to compete with other options these aircraft would have to go out at about £1000 per hour and I can't make that work.
Too much risk for me, but that's the difference between me and an Entrepreneur. If it works then I'm sure we will be one of the imitators.
Phil