I side with those who think branding may be an issue, as is awareness. I often get asked by friends (due to my airline background) questions along the lines of "I've found cheap seats to Spain on a company called Norwegian. Are they alright - I've never heard of them?" or "Why does an airline called Norwegian fly from Gatwick to Spain?" This of course could explain why, if the posts above are correct, they sell cheaper seats than the competitors as, as we all know, there is a large swathe of the public who would travel with an airline branded as Totters Independent Trading if the price was right.