Cyrano, as usual, is talking sense.
Why adopt a flat fares policy in this day and age? The software is readily available to operate a booking system based upon yield management, the travelling public are well used to the idea and it encourages early booking with its positive effect on cash flow. The fares being quoted hardly suggest that the business traveller is their prime target, so it doesn't really seem to make any sense at all.
If they really are in a position to put tickets on sale on 11 June 2012 and commence ops on 17 September 2012 one would assume the finance is already in place. On the other hand of course........