If I may play the traditional role of first-comment-is-negative however:
1. NetJets are a fractional ownership company who are probably going to remain more popular at this level of society because they're a full service outfit;
2. Charter companies already run their planes efficiently, so they may be in a position to match on price on some routes;
3. I suspect that for a lot of really really rich people, owning a plane is not a purely financial decision. It's a status signal.
All that being said ... it might just work by creating a new market segment -- people who can afford business or first class but can't quite justify private charters.
I think people on HN sometimes underestimate the importance of the middleman in economic life. You don't have to be B2C or B2B with a direct product or service. Often the most profitable position is as the switchboard.