DUB would be a fantastic transfer hub if used correctly which EI fail to do. Their current problem is:
1. They have a product that isn't comparable to Lufthansa, BA or the Skyteam duo. They would seriously need to revamp all their cabins over the pond to even stand a chance.
2. They don't advertise the onward connections. Now that they have tried to conceive themselves as a low fares carrier, the seem very reluctant to advertise the fact that actually, it is possible to fly via DUB to the US. Why, I don't know.
3. They offer no premium short haul product. If they want to fill up their front cabins on long haul from short haul routes then they need to reintroduce a premium service and revert back to a so called 'legacy carrier.'
4. Reduce fares. It seems that whenever I search for a US bound flight, their fares seem quite high compared to others such as BA etc. Reduce them, and the passengers may come flocking in.