You can lead a horse to water but you can't make him drink it.
An airline wants to start a service to London. All around London the route planners can see all of London's airports are congested but congestion is just another name for popular. All airports that is except one where passenger numbers are on a decline from a relatively low starting point.
Add to that the fact that many airlines could not use Southend even if they wanted to and Stobart has an uphill battle.
No doubt Stobart will be offering some cracking deals but if an airline thinks there is more chance of success by flying into somewhere else with a good track record they will do it if they can get the slots.
Two million passengers is still easily achievable but those numbers will probably only come from Easyjet. If Easyjet can find the right routes and sticks with them other airlines will follow.