To me one of the big problems with BMIR is the choice of aircraft. When Maersk decided to go for the CRJ customer satisfaction went through the floor and whilst there were 2 class 1-11's and 737's flying around the regions the CRJ suffered severe criticism from a general lack of room, especially from pax paying premium fares. I think BMIR have followed the same path regarding this type of aircraft. If they had invested in A318/9 aircraft then I'm sure things would have been better. Not having flown with them I can't comment on the service onboard and I'm sure it's good.
I'm at a loss to understand why BLL was chosen from BHX. having been there many times the only thing going for it is Legoland and the local sceneary. It certainly couldn't support a winter schedule hence its closure. OSL would have been a better choice.