I think the reason is that it isn't a route that attracts enough premium passengers who will pay high fares for First & Business Class tickets and that's where the major airlines make the real money. BA do offer Club to MCO and Tampa but not on the 747's preferred by high payers and no airline flies First Class to either destination. Virgin's Upper Class comes close but isn't a full First Class product.
There's no doubt that Virgin exploit their Manchester-MCO scheduled carrier monopoly (who can blame them?) and no other airline has ever challenged that.
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