"A fuelstop will make the market appeal considerably less favourable, and a very hard sell"
I agree...while I'm sure ATA would love to be able to fly some European flights from MDW
since they get connecting traffic, the lack of a nonstop route will put them at a huge disadvantage compared to the carriers at ORD
. But, they may be able to make a one stop route work from MDW
if they can offer significantly lower fares than ORD
airlines, and serve a route that is not currenlty served from ORD
fits this profiie). They'll probably have a tough time luring the business travellers who want the quickest route, but they may find some leisure travellers willing to endure a slightly longer trip to save some money.