The airline is gaming low cost market with low prices sold to 3rd parties, odd cabin arrangement and overall subpar customer experience.
We did 4 legs of flight with them, and we will not use their service again.
First - the price. We bought the fare at low cost via 3rd party buying tickets in bulk at a discount. Changes on those 3rd party bookings, though, were charged double - once per agent, then the airline, plus other fees, of course. Change to one leg costed almost the same as a whole one-way ticket. I think that's how they make profit - price dumping on a price of a fare in search engine then recouping losses on changes.
Second - check-in. There was no online check-in. Seats were allocated on first come, first serve basis at the desk with no consideration for families seating together. We were a family of 4 and everyone was assigned a seat in a different row. We had to trade with passengers. We arrived 3 hours before departure. Queue was 1.5hrs.
Third - cabin arrangement. On 777 they give good leg room (it's one of the selection criteria on many searches) but made seats narrow - their layout has one more column of seats compared to competition. I was more comfortable on other airlines' seats.
Fourth - food. It was good; way better than what other alines offer.
Fifth - language. Only selected staff on the airplane and their hub airport spoke english beyond the basics.