I think the problem with SAN was that the loads were poor in all the cabins- TPA may well not be a no.1 biz destination but does fill a fare few biz seats AND the back is always packed with bucket & spaders. SAN is not really a traditional package holiday destination (but perhaps it should be!) so they were much more reliant on good J loads, which they didn't get. That was in the post 9-11 slump though- perhaps it is worth another go... they would have to be REALLY sure though, one or two corporate contracts would probably be sought first: having pulled the route once, they would be reluctant to start and stop again.