MiMa was meant to stand for "MilanoManhattan," a sort of premium, almost club-like service for business travelers between NYC and Milan. In fact, I think initially the idea was you had to belong to the MiMa Club in order to fly on it. My company was approached early on about doing some work for them here and we had to decline because while it looked cool, it sounded like they didn't really know how it was going to make money. They were looking at it more as a fashion concept than as a real service that could turn a profit. I doubt it ever did.