I always recall the story of Aston Martin vs Jaguar back in the DB5 vs e-type days.
I think these figures are 'ish' right ... Jaguar were selling e-type's for around £4,000.00 so Aston Martin matched Jaguar's price selling DB5's for around £4,000.00 also.
A friend of David Brown (David Brown as in 'DB') had a word in his ear asking if he could have a DB5 at cost price, David Brown replied "Sure, that'll be £5,000.00 please".
David Brown was more interested in making cars than in making money ..... Aston Martin subsequently went bankrupt.
There's a lesson to be learned by these wanna start an airline and/or route(s) characters, I wonder if they'll ever learn it!