if they cut frequency to up load factors they make the product less attractive for the people who need/want a higher frequency.'
Sometimes you don't
NEED to cut frequency to have an effect on how attractive the product is.
Just priced four of us going to a family funeral on Thursday(day return).
BFS-GLA-BFS with Easy...£320
BHD-GLA-BHD with FlyBe £910.
Guess who got the business?