Airlines like EZY will not take huge risks in today's market
I'm sorry, but do you not consider EasyJet setting up in Southend as a risk? As successfull as it might be now, it still comes with it's risks.
I'm sure even if you asked the management of EasyJet personally, they would admit it comes with its risks. It wouldn't work if eveybody played it safe. Running a successfull company is about taking risks, that's why business is business.