It's a case of people can take a good idea too far. Unbundling of costs was a godsend to low cost travel. But the idea has been taken to extremes, with the concept of paying for a better seat now extended to paying to ensure you don't have a bad seat. The notion of having a proper meal included has gone as far as to have no tea or coffee included at all. There is a nice balance that people would pay a tiny bit more for to avoid hassle, but everyone in strategy and direction is fixated on following the crowd and not being left behind. Ryanair went from being the great innovater to being the new normal.
I am praying for some innovation in the other direction, because fundamentally, flying short haul is a pretty subpar experience and there are ways to improve this with marginal gains that could make a decent difference. But not in a collapsed post COVID industry.