I think the crux of it is that TUI UK have decided to concentrate on the charter market and rethink its 'fruitless' venture into the low cost schedule seat sale market since the merger. Therefore the tour operating brands of Thomson Holiday and First Choice Holidays are again being served fully, and already have established brand recognition. Maybe if it was a part scheduled service still then the name TUI may not be unreasonable, but in the charter market it means very little to UK 'bucket & spade' pax. It will be interesting to see what TCX do with their 'seat only's' is S10.