As a Romanian, I see their only real merit as being the country’s first and only transatlantic operator (after so many years without a direct flight across the Atlantic). I don’t know their exact load factors, but from a business perspective it seemed like the right moment to launch the route, given that Romania was expected to join the U.S. Visa Waiver Program. That didn’t happen, but there is probably still enough demand simply because of the appeal of a direct service.
Historically, most Romanians looking for reasonable fares would first get themselves to Budapest, Hungary (sometimes even by car), and then connect through major European hubs. The pattern was: get youself to BUD airport → connect via a hub → take the long-haul flight. From what I understand, in recebt years there was also competitive fares out of Romanian airports through the Lufthansa Group airlines, but the best deals were still comparable to the current pricing of HiSky.
They’re trying to fill that gap with direct flights. The question is whether this demand will remain strong in the long run, especially if Romania doesn’t eventually join the Visa Waiver Program, which would have made the route far more sustainable.