"It seemed like a good idea at the time......'
Arke is a long-established and well respected travel company based in East Netherlands. It probably seemed like a good idea to add it's 'own' airline brand name, albeit part of a bigger club, when Exel came on the market (or whomever).
Seems they are being dragged into a rather murky whirlpool, not all of their own making. Cut them some slack guys.