I too have to agree with TartanTom, that the Now idea is not a good one.
Whilst they have a strong network of routes, many that dont have any or serious competition from an existing carrier, they are going with a pricing idea that failed to work with Go and debonair (so they both dropped the idea) and that EasyJet used only for the winter season of their operation before introducing the word "from" to their advertising.
And I'm sure that EasyJet will start to breathe down their necks soon enough! I mean EasyJet have hinted they want to expand in Germany (Dusseldorf), could take the same road as Go and expand their routes from portugal (Lisbon sounds nice!) and Monarch will crush them on the Tenerife route . . .
Nice ideas . . . but unless they change the price policy I give them 12 months!