This is probably going to be a different beast to easyjet, various 'experts' on rolling news stations have speculated that this is either a long haul operation or a premium service airline. Recent start ups have not done that well in recent years in either catergories. Does he still not own the brand name easyatlantic? if he was going long haul to North America I would have thought this brand would have been used first.
Of course the other possibility is that this is a non UK based airline, he is a savy businessman and I cant believe he is thinking of entering a already saturated UK airline market.