The best sort of advertising is free and the continued use of the title "low cost" implies low fares and is, surely, invaluable to the likes of easy. The fact is, of course, that the low costs are the airlines and not necessarily the passengers. This is not a criticism of no frills operators but is only to point out the advantage of perception given to them by this use of the english language.I am sure that they will go from strength to strength, but to label them low cost gives a misleading impression in my opinion.