You can't compare EZ or Ryan to BA because you're not looking at apples to apples. BA is a full service carrier and therefore their overhead is much higher (as is the expectation of SOME of their passengers).
EZ and Ryan are copying the Southwest phenomenon. No one would argue that originally, Southwest's passengers chose to fly instead of riding a Greyhound bus (for about the same price). Over the years, SWA has "educated" these passengers to expect very little for a cheap ticket (nothing wrong with that!). Meanwhile the full service carriers are somewhat trapped because, as the low fare folks grow, they take away discretionary pax. This, in effect, makes their overhead even higher. Almost Catch 22.
Let's face it flying's not the "luxury" it used to be (is anything?).
It's crazy to assume upstart/copycat/whatever carriers are going away because the EU market has plenty of additional growth and will continue to draw even more pax off busses and trains. The real problem will be when these CEO's drop the SWA business model and try to imitate/replace BA or the like.
There's enough room for both styles to exist.
Be proud of whoever you fly for!
dd