We'll, as much as I'd usually agree, as this will likely impact me also, that's only from an outsiders view, it's likely that this is exactly what they wanted.Virgin have bungled this big time.
This wasn't a last minute rushed through idea by one genius, it would have involved many in management and marketing with an end goal and projections that would give them an idea of what the likely outcome will be.
Highly unlikely anything has been bungled as such, but it will be interesting as to what transpires with real world outcomes over the coming months.