Sober Lark, I think EI have gone soft in the head! They are going on routes that are already served by not only easyjet, ba and most of the charter operators at LGW. Aer Lingus are going to have to spend a lot on marketing because they are only really known for serving Ireland in the UK. The Knock route has been done by FR and XL both pulled off due to low load factors.
I think they should be concentrating on the Irish market and look to expand their medium and long haul market.
LGW is a bad idea and I think EI will struggle badly.