Hi Transilvana,
Ryan air and easyJets models, which you are convinced are short lived, are based on South West Airlines, who have been in business over thirty years, and made a profit evey single year, in spite of gulf wars, 9/11 etc. etc.
I'm sure your drinks business is very good, but has it increased in share value several thousand percent in less than a decade, as both Ryan and easy have?
It is in fact the traditional, full service carriers that are being squeezed out of the short haul market, to the extent that they are virtually all trying to copy the LCC model, with varying degrees of success.