Arguably the worst business model I have seen between two airports anywhere!
If BMI could fill 44 business seats per flight they wouldn't have dropped it and they offer connections to destinations across the globe!
Build it up to 6 flights a day with 737s?! Good luck! I doubt they will even get the slots. They want BAA to give them slots at the height of the TATL arrivals for a morning arrival and in the evening for a 737! That is opposed to a 744/77W who can make BAA a lot of money in the terminals.
I doubt we will see this last if it ever gets started. I often try to give all the new airlines a good chance and to see how they get on but surely this is a wild idea?!
At the other end of the scale, I feel the best airline opportunity has been taken up and it belongs to Manx2. They have found a niche and I feel this new company may have tried to identify one, but I doubt it even exists.