Most people have enough savvy to enquire about the bottom line, i.e. the total of all charges. And you won't beat Ryanair.
True - that you won't often beat FR on price but some folks will not be savvy enough to enquire about the bottom line and others will be savvy enough to pretend not to have read the bottom line!
Nightrider: I agree 100%. MoL has just had the courts prove that his flights are the cheapest! Fantastic publicity and a real snip at the price, even allowing for the cost of the lawyers. You see, MoL even gets his publicity on the cheap.
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"I tell you, we are here on Earth to fart around, and don't let anybody tell you any different." Kurt Vonnegut, Jr.