It ruined them financially and as a brand in the UK, hence the eventual sale. In part because they couldn't buy all the flights claimed, but they also couldn't

It ruined them financially and as a brand in the UK, hence the eventual sale. In part because they couldn't buy all the flights claimed, but they also couldn't afford to. The vast majority got no tickets, and had to go to court to seek compensation as they initially tried delaying and avoiding tactics. The £50m was for the small minority who did get tickets. As a brand they were constantly appearing on the news, and consumer affairs programmes for weeks, months eventually years. Hoover people were flying in from the US, etc. All because they expected a similarly low takeup rate as their earlier European offer.