compton3bravo
Florence six times weekly where are the pax going to come from.
The airport is well situated, being around 100km from the big industrial / commercial centre of Bologna, and 60km or so from the tourist centre of Pisa, whilst being located in Florence, which itself is big tourist destination. As usual it's a case of your average "Joe" having a good enough knowledge of geography to realise that a business trip to Bologna is probably better made over Florence than Milan. It should offer a good combination of business and leisure PAX, especially as it is very poorly served from "north of Watford".
As for the other announced destinations, if the price - and just as importantly, the service, is right then the number of seats on offer on the Med. routes isn't that great and I would think that, again, the airline's management has done it's sums and reckons there is a better than even chance of success.
Us "armchair" airline strategists can comment all we like, but I would suggest the more often than not, the professionals get it right.