Thanks to Stefan for this:

A no-frills budget airline brand is sending shivers down Romania's flagship carrier, Tarom. This airline is so cost-conscious that it didn't even bother to come up with an entirely original identity. Aping the more famous JetBlue, it is named Blue Air and doesn't give a nickel on subtleties like brand - what they currently use for this purpose is a pitiful ersatz, as far as their web site and radio ads are concerned.

They do, however, manage to cut prices by a whopping 50 to 70%, and that's what really seems to count. If they don't flop or get acquired, I hope to fly them once and see what kind of travel experience they provide.