See I would have thought the inverse would be true. Entering a route with stong incumbants, regardless of price will always be a struggle. The fact the market is willing to pays "so much" is an indication it isn't an overly price sensitive route. Which gets back to the point I was making that it is the market that drives the price of the ticket not 'greedy' airlines per se.
For mine I reckon V-Aus would have been better off going for new markets rather than trying to muscle in on the LA route. I am sure there are many places in the US they could have tried.
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