When iPod came out there were numerous successful portable music players already on the market. The iPod skeptics were not skeptical that there was a market for a portable music player--they were skeptical that the iPod's particular combination of features and limitations would do well.
With supersonic passenger service no one has demonstrated that there is actually a viable market for it. The two prior attempts were both heavily subsidized by government (Russia for the Tu-144, France and the UK for the Concorde).
It is quite different to ask "why do you think this product will do well against a bunch of established, viable competitors?" and to ask "why do you think this product can succeed in a market that everyone who has tried before has failed in?".
It was a sustainable business for BA because they got several aircraft at giveaway prices (the minister who sold them conceded it may have been the worst deal ever negotiated by a government!) which they could charge extortionate rates to fly on, but they still weren't flying more than one of them at a time very often.