It will be interesting to see if this will actually work and make money. Every time something like this had been tried in the US or between the US and Europe, it has failed quite quickly and at a large cost. The "super rich" want to go when and where they want. If he really wants to get into the high end side of air transport he should either set up his own charter arm or contract with an established one to provide private jet connections like Lufthansa does with NetJets. That said, he has been on quite a roll and it is possible the Asian market can support it. It is odd that he would start an "airline" to compete with his own holdings unless he stands to benefit somehow from harming or killing off MAS since I really can't see this as any sort of good thing for MAS. Time will tell.