Aside from schedule, the big challenge in luring away business passengers from BA on LCY-EDI will be the frequent flyer programme.
IAG claims the LCY operation has the highest proportion of Silver and Gold Executive club members compared to LGW and LHR.
As a five year deal has been agreed on landing charges, reading between the lines, I assume FlyBe has got a deal from the airport who must have been concerned about it becoming a BACF stranglehold.