They go for cities where they feel like they have a chance, and where there are not already 10 other competitors. That's why they didn't go for e.g. London. At

They go for cities where they feel like they have a chance, and where there are not already 10 other competitors. That's why they didn't go for e.g. London. At least that was the original thinking of one of the founders, according to an article I read in some in-flight magazine.