But, step up to the next big picture and it could look like this:
Simpleprop is in bitter competition with its bigger rival 'Cheap'n'nasty'. It can't afford to lower its profit margins one little dicky bit to compete with Then Airlines. Cheap'n'nasty makes money on a different patch and won't bother to compete against Then Airlines leaving Simpleprop to shed the blood.
Then Airlines knows that Simpleprop dicks its pilots about something rotten and has BIG problems keeping and recruiting more pilots. Then Airlines knows that creating a good culture attracts good people who do a good job and create a good product which people keep buying.
Furthermore Then Airlines wants to get lots of suits flying. Suits don't fly with Cheap'n'nasty because its airports are in the Boon Docks too far away from the office. Furthermore Suits have a problem getting shafted at the last minute by Simleprops yield management sting. They want a fixed ticket price so their accountants can budget for regular travel.
Then Airlines takes a Macro Macro view of things and knows that there is market share for a second generation low cost carrier in Southern Blighty. However, second generation low cost carriers must offer a cool attitude to the customer. Then Airlines angle on this is that you start by creating a cool culture for the pilots with an equally cool set of terms and conditions!