ADFS,
More than happy to make your acquaintance at my usual hangout - I'll show you some of the work I did building business models for VLJ ops - and why, in my opinion, it won't compete with more than 3 bases of 7 aircraft and 2 types (IMHO Phenom-100 and 300, or CJ1 and CJ2). Hopefully you won't find that level of research "pessimistic" and "annoyng", however, going toe to toe could be fun.
On the positive note, if I am to be proved wrong (it has been known) the Phenom Ops are the ones likely to triumph over the Mustangs.