Inkjet,
You completely missed my point. If there were a trade sale of baby what customers think is irrelevant. If another airline were to show interest what would they be buying? The company has little in the way of assets, taking it out of bmi means the brand has to change (although as you say another airline would not need the brand). The aircraft are leased, so no value there. The office space in HH is leased, so no value. I know from my own experience that it is virtually impossible to find any reliable financial info so it is difficult to say what the revenue of WW is but almost all routes have competition on them so why would a competitor want to buy anything if the perception (rightly or wrongly) is that WW's days are numbered?