Delta purchased the rights to serve London from New York’s JFK airport for $21 million. United had served the route to Heathrow (after it purchased the route from Pan Am years ago), but Delta will have to fly into the less-desirable Gatwick. United noted that the route had not been profitable for them, but that won’t stop Delta, which called the route the "crown jewel" of its JFK operation. Crown jewels are usually flashy and cost too much. Delta’s assuming, though, that the large feeder service it’s built at the airport will make it possible from them to make the route profitable when United couldn’t do it. They face tough competition from British Airways, Virgin Atlantic, Continental, American, Air India and an assortment of others. BA and Virgin have 19 daily flights between them. Good luck!