Tinkering with the flight times already, must be doing really well NOT!
I think you'll find that Flybe took this on at very short notice following BMI withdrawing and grabbed whatever LGW slots were available for the remainder of the season. It's clear that the market is largely inbound to London in the morning and that an early departure ex LBA was always going to be more favourable.
This option was only going to be possible once the LGW base was established and once they had some element of historic rights on the slots. I think you'll find that this will only serve to strengthen the route. It doesn't necessarily mean that things aren't going well at present.