BHX-NUE seemed to be targeted at the automotive industry - probably JLR and their suppliers. It seemed like one of those long shot routes that could have been super profitable even on 20pax per day. When it started to appear on bmi's 'super offers', I felt it was a sign that it wasn't working out.
As long as bmi are smart to make them low commitment routes and get out of them before they go horribly red, it's probably as a reasonable strategy to give them a go. You're certainly not going to win going up against EZY/FR in a price war for bucket-n-spade or mainstream commuter traffic.