You're right virginblue but...
XC are charging more than £170 (£370 in First) return at peak time, which now extends over quite a swathe of daytime departures through Birmingham. Their WiFi is utterly useless, and there's zero mobile phone signal, meaning it's three entirely dead hours. And those Voyagers are cramped, crowded and a bit unpleasant.
So, I can see *some* limited circumstances where it might make sense to run a South-West - North-West route again, but I wouldn't make it the core of the route, and probably only if it was sensible to hub passengers through BRS (as Air SouthWest used to do coming up from PLH).