I can see the company accepting that the route itself may not be very profitable, if at all, at the expense of reliability, only to have created a market whereby the company basically positions itself as the market expert/leader.
Singapore Airlines operated a non stop route from Singapore to New York with an A340 which was marginal, until oil prices skyrocketed when it got the chop. Low oil prices and new generation aircraft, the A350 have enabled them to announce a resumption.
Routings vary greatly on ULH flights, the airlines planning department are kept busy looking at wind charts and adjusting accordingly. Distance flown may be greater if the numbers work out for an increased tailwind or reduced headwind.
A ton of fuel loaded at the start of the flight will equal around 250kgs at the end after the burn off required to simply have it in the tanks.