Came through DUB again on the way back to LCY a couple of days ago and chatted with staff about loads on the Cambridge, which was on the adjacent stand. Some looking at feet, then told that it "was improving a bit", and that there had been one golden flight with 30 pax !
One of the issues is that Ryanair and Stansted, and their fares and frequencies on this route, are just down the road. Cityjet fare levels may work at LCY but not nearly so well out in the country.
For new route load factors it's never quite clear how much is paid passengers and how much is freebie to local travel agents and journalists etc as part of the introductory marketing.