It would be Peoplexpress redux. They started "no-frills" EWR-LGW flights and they failed miserably. No pax in their right mind would do an 8 hour flight with no in-flight meal service what so ever, and I really doubt they'll buy meals on board. Transatlantic service has a certain charm and mystique about it, even in today's cramped coach cabin, and low-frills flying works great on shot hops, but not any longer than say 2 hours. You think Frontier would be as success as they are flying to the east coast without meal service? I honestly don't see how JetBlue does it without hot meals on transcons.