I was looking at HU's route map - http://www.hnair.com/hnairweben/abroad/map/map.html - and it fills a couple of interesting OW gaps - Asia-Siberia, Asia-Central Europe (TXL, BUD), lots of domestic Chinese cities, and (of special interest) TPAC service from Seattle. Added to S7 and Kingfisher, they could really lock up the Central/North Asia market for OW.

Local media reaction to their service has been very favorable. IIRC they will be among the first to add 787s to their fleet.