The naysayers always come out of the woodwork in these cases.
I have been around on PPRuNE long enough to see people say the same thing about Branson's effort at a startup in Australia and another one about Impulse (somebody even saying they'd run naked down the Sydney terminal if the latter lasted more than 6 months)...Impulse is now of course Jetstar. More recently JetGo was the subject of the same negative types and they seem to be doing ok.
So I wish these guys great success. Perhaps expand slowly into say Devonport and Wynyard and also to Albury and Mildura etc and maybe form an alliance with Sharp. A bit of competition is a fine idea.