If you shop around you can find good Business Class fares with the majors. Last month I flew BRU-AMS-JFK with KLM for GBP 1200.00. The month before I travelled AMS-IAD-AMS with UAL for GBP 1250.00. What Blue Fox may achieve is bringing C fares down from LHR/LGW during the (short?) time they're operating.