Come on guys,
If I invested in Virgin at the bottom for 16c , at the current 19c, I would have made some 18 % on my money!
I didn't and unfortunately most paid $2 +.
You can't make a silk purse out of a sow's ear so, don't bother.
VB started as a low class / low cost operation and by a stroke of luck it gained a foothold. The instigators foresaw the future and pulled the cream out at the float . The airline has been left to try and find a means to survive ever since.
The initial ( strumpet and Mexican wave) idea worked but , it had a definite shelf life and every move since has been a half hearted effort to transform that worm into a butterfly.
Too many twists,turns,egos ,fleets and offshoots.
Most operators know that full service airlines make small percentage profits and rely on guaranteed income ( protectionism) to pay the bills.
VB cannot achieve that.
VB's only chance was to stay small to fill the domestic gap from Jstar and QF.