It's a different business model now. The numbers of non Irish connecting through Dublin from the UK and Europe on a daily basis is enormous. Many of these pax will be enticed with clearing CBP in Dublin and avoiding the nasty big European hub airports. As mentioned its targeted at the IT fraternity who were approached by AL for assurances on filling the business cabin. Add into the mix a possible code share on the route and a bit of cargo and there is nothing to say it won't turn a tidy profit. After a while the pax that took their business elsewhere may well be forced to bury the hatchet when the accountants do the cost/benefit of a direct versus indirect service.