I believe they are also selling seats on some of the scheduled flights to tour operators. Most people who use Norwegian for the first time do seem to rate them quite highly, although it is worth noting that the more typical charter/leisure airlines are beginning to close the gap product wise.
So far the long haul routes seem to have worked well, with only one significant delay (although 2 1/2 hours is nothing compared to some of the earlier ones they faced!), hopefully this will continue and the 787's will not cause too much trouble.
Anna Aero interviewed Stewart Wingate on the first day of the new services during which he indicated he would like to see them launch BKK, bring JFK up to a daily service and later on introduce routes to Chicago and San Francisco (which would almost certainly be Oakland). Obviously I am aware that this is very different to a significant figure within Norwegian making the same comments and it also depends on the 787 deliveries.