I've taken it several times, and will be flying ABQ - JFK on July 8th. I'll report back, but based on pricing, the lowest fare I've had was $99 (after the launch they ran a special sale) but low fares are around $110-130 each way. The flights I've been on have been ~90-95% full. There is demand for the flight, at one point I was hoping AA would match so I can use some AA miles, but I find that unlikely for now.