This was the gamble Peel accepted when they opened the airport initially. There is no strong independent market in South Yorkshire waiting to be exploited. It’s heavily fragmented and highly competitive with huge amounts of choice. The gamble Peel accepted was that they offered a better product than the competitors and that they’d therefore abandon other airports to focus on DSA. Except for TUI this failed.As we've been through before, DSA offers them nothing but increased costs as the catchment population is entirely covered by MAN, EMA and LBA. There isn't a 'new' or untapped population/market. All flying from DSA would do would be to reduce loads on flights from the other three airports at the cost of extra fuel, fees, staff, airframes etc.
That's why they've never been interested.
The SY authorities have made a fatal miscalculation here and are wholly naive to the nuances of regional commercial aviation. @Killingworth is correct in that some airlines may take the bait if there is a significant financial incentive that removes the risk, or de-risks it to an acceptable level. However when we know that the money they do have might not even be enough to get the airport open I’m not sure where the many millions required annually to sufficiently cushion the risk will come from. It also opens the doors to legal challenge on anti-competition grounds.