They failed because the premium service seat is absolutely crazy bad.
Why should one fly OS C with old style LH C seat if you can have fully flat C with LX?

Flew them on VIE-DXB vv. and it was worse than everything else I have done before.

Furthermore, there are often no good deals ex DE around - why is it so crazy expensive and nearly never possible to do a weekend-trip on OS?

I think it is easier than it seems. They just seem to have no strategy, neather for "fun travellers" nor for executives travelling C. Eather it is crazy expensive or (sometimes and) it is no good product.

Who cares if they have Riedel glasses in C if the service and seat is worse than nearly all other airlines?

Now they also have the NEK (I call it the Antinori-class), still no comparative options to book a weekend in Europe in C, and started sh*t like "buy the exit row", instead of keeping it a frequent flier perk.

They are more and more going to be a holiday airline, but with the wrong route network and the wrong pricing.

So, all in all, I can see no clear strategy....

Just what I think.