But try telling that to the people who lament the demise of BA in the regions: it "made sense" logically for BA to serve those cities under their colours, but they stopped doing so. Why is Billund-Paris a more viable "BA service" than one of the UK-domestic services they no longer run?

If you're talking "making sense" purely financially, surely there are other partnerships BA could also be involved with to make money, but they're not. What makes Sun Air special?

And (not meaning this to sound as cynical as it might) if Sun-Air personnel/practices/business-models are wonderful, why aren't they tapped to advise the BA parent company?