At LTN, EZY have moved to a 40 min check in. On the first occasion that I encountered this due to lateness (flat tire!) they were as good as always. They put me on the next flight at no cost and I reached my destination.
My guess is that EZY have decided that this is a line that wil never be crossed. Fine. Over time, pax will learn. If they choose not to travel with EZY ever again - that might not be a bad thing, as it means that other EZY pax will not be delayed by them.
If a pax misses a flight due to late arrival, they might b!tch about it to their friends and try to encourage them not to use EZY but those folks will think, "If I use EZY, I must be on time."