Stick a flight on to Los Angeles at cheapish rates and even though Ethiopian are not exactly a household name I suspect most punters would not have a clue who they are flying with or care even less.
Until they find out it is a dry airline. Most won't be too bothered who the carrier is on short haul/sunshine routes, but I believe being stuck on an 11 hour flight to the West Coast of the USA then the carrier becomes more important.
Having said that there seems to be so much anti BA feeling elsewhere on this forum from Passenger's experiences that carriers flying in and out of the regions will do well. Good luck MAN in promoting LAX/SFO which ever carrier decides to start up.