Crewmeal,
Talking about diluting routes, don't forget TOM they also split both European and more so long haul routes between EMA and BHX.
Being a BHX bod, I would have thought it would be more cost effective to have just 1 long haul Midland base at the much larger conurbation area ..Birmingham.
Then again sure EMA bods would rightfully disagree with this, and sure TOM wouldn't offer EMA long haul if there wasn't a demand for such.
Nigel