I'm not sure the trains favour LGW over STN for business travellers:

Approximately 50 minutes Stansted to Liverpool Street, direct train, 15 minute frequency:
http://traintimes.org.uk/ssd/liverpool+street/

Similar journey time Gatwick Airport to Blackfriars, not always direct train, comparable but irregular frequency:
http://traintimes.org.uk/gatwick/blackfriars/

Or one can go to Victoria with the Gatwick Express, which is a bit faster, sure, but if your market is in the City you then have to get at least one tube train more or sit in a taxi for a while.

Additionally, Stansted is convenient for Cambridge and the "Silicon Fen" (I am not sure if there is any O&D traffic going from Cambridge to Gothenburg for business, but perhaps):
http://traintimes.org.uk/stansted+airport/cbg/

On paper, it's not a bad idea. But will the ground services be good enough, and what will happen when IRROPS strike? Will business passengers roll their eyes at going to Stansted? It's not a terrible choice if the connecting traffic was unimportant to the route's viability, and with BA cancelling LCY-ARN I doubt they have any appetite to try LCY-GOT.

But if I may be allowed to be a little cynical: as usual with SAS, they'll run this for a few months for political reasons, there will be no promotion, the schedule will get pruned and it will soon disappear.