I would assume that KLM would go after transfer traffic, with point to point being the icing on the cake. Whether or not the route would succeed though, I don't know.
Heading East, NI really only have LHR as a transfer hub, compared to many many other options open to most other UK airports of similar size of the combined BFS / BHD passenger numbers. Heading West the only other options is UA through EWR.
AMS would make a pleasant alternative to LHR.