KL's long-haul fares are extremely low at the moment. BRS-AMS-TYO at £470 r/t a/i. By the time you've stripped out APD, and airport taxes at BRS, AMS x2 and TYO, there ain't a lot left to pay for Jet-A.
I notice that EZY are loading their flights into GDS now. BRS-EDI (etc.) are showing up with flight numbers and times, and just a single "Y" booking class with no availability. No fares loaded. I assume this is to alert T/As to the availability of flights, but that they still have to go and book them through the EZY website. Along with business-specific advertising in places like The Times and The Economist, they seem to be having a go at becoming a business choice.