Alright, lets see how good old Bob Cummings is described...
Bob Cummings, WestJet’s executive vice-president of strategy, says the low-cost carrier, Swoop, will begin operating in June 2018.
Swoop's early history was colored entirely by WestJet's leadership, there was no Mr. Swoop out there creating an identity for Swoop as anything other than "WestJet's Ultra Low-Cost Carrier".
Every single one of those links still prominently features WestJet, in the Breakfast Television clip Greenway said the W-word himself unprompted.
You can find ignorant and oblivious people anywhere but as Swoop grows the knowledge they're affiliated with WestJet is going to grow too. I just don't see how Swoop becomes Swoop and not "WestJet's Swoop". Whether that is a long-term problem or not is going to depend on their execution.