James I couldn't agree with you more. The sooner this tosh is regulated out the better. Sure, some in the industry will throw their toys out the pram, but I really believe new legislation is urgently needed to address the current regulatory imbalance which favours the airlines in almost all scenarios.
The like of ryanair and Easy regularly shout about how cheap they are, so what do they have to hide? let's get the WHOLE price upfront, and then we'll see how cheap they are (or not).