I think everyone is aware that the NE is the weakest part in the UK, in fact, a recent report in the Guardian (IIRC) compared it to Detroit, which I thought a bit harsh.
MME has no future as a passenger airport, so NCL needs to get those passengers up the road and spend their money here instead of going down to LBA and MAN.
Given how low prices can be from MAN however, it is a difficult fight to win...
