J636 nails it. Thomas Cook have done the legwork in taking on the US legacies with well priced and direct point to point leaving an opportunity for Norwegian to join the party. They're not going to be content serving LGW, EDI, BFS, SNN and NOT have a decent crack at MAN. Perfect B787 base IMHO, they could do what BMI should have done.
People always mention BA vs. DY / D8 in terms of battles at LGW but they're squarely against VS to MCO as well.