Being five daily means it remains uncompetitve against QR/EK when trying to gain high yield market share. It feels like they're not sure what to do with it. If it's all about great deals for UK comsumer, and it is, it's not doing much for the bottom line.
Reminds me of BA flying GLA-JFK/EWR (yes, they did try both!) thrice weekly whilst NW/AA flew daily. It got them nowhere.