Dannyboy39
Much as I agree with your sentiments, fact is your average British punter knows "the price of everything, but the value of nothing" which is why Ryanair do so well.
If Monarch were to advertsie a headline fare 30% higher than the others, then the result would be would be PAX would migrate to the other carrier, and quite happily pay for all the extras the Monarch would include.
Sad, but true.