I can't believe that someone is seriously suggesting that BA and Ryanair are equivalent. I mean, get a grip would you.
I personally think that getting my baggage checked through to my final destination, rather than picking it up and re-checking it in at every stop is a service worth it's weight in gold, maybe even more. (are you listening BMI?)
I guess the acid truth would be, at the same price flying to the same destination on a single leg, which would you choose: ryanair or BA? I'm guessing here, but I think most people would choose BA- seats are nicer/comfier/more leg room (only just!), staff are more helpful (and intelligent), food and drink free, better ground handling arrangements, and the guy in charge is not MOL (reason enough on its own).
Don't get me wrong, Ryanair is fine if you want it bog cheapo, but no sane person would ever say it is right up there with BA. That's just daft.