I know what you are saying Banterman regards start up ,and that a lease on an older airframe is probably cheaper but is it? I think that there is a niche market for a high end product that sits somewhere between business/First class and the private business jet market, and if properly addressed with the right airframe and inflight experiance, and correct destination would work. Three Business type airlines have gone bust in the last year all with the same type of business model, so on the surface you could conclude that there is not the market for this type of service, but i disagree I think that you need to look at the model with a different perspective and possibly BA may have just got what is required.