Tell you what trans' try booking a flight to - wherever - 3 months out. The likelihood is that you will get a price of £5, £8 maybe even lower. Then book the same flight a week before and the price might well be £80 or more. Fact is that Ryanair sell as many low cost seats as they want. THEN they sell them at the price they REALLY want. Get the picture?
End result? They get the aircraft filled, the low cost yield is say 30% of seats available but the other 70% are at market price OR MORE!! They create their own cost to get the profit - and it never fails! Profit just rains on them week in week out. Nice business.
All the rest of the business, drinks, coffee, train tickets etc., etc., etc., is pure bunce, as they say!