"I see easyJet are desperate. £2 per bag per flight for hold baggage!"
I disagree.
Charging for checked-in luggage enables you to significantly counteract the costs (i.e. handling and fuel) associated with hold luggage while concurrently gaining (potentially) considerable ancillary revenue, in a time when establishing as many secondary revenue streams is of fundamental importance.
It also helps to offer lower airfares, and it’s also another way to help increase personalisation and thus choice. For example, I rarely have checked-in luggage, but if I wanted to take it I'd have to pay for it. It is, to me at least, blindlingly obvious. And so I’m glad that those who do take it pay directly for it, like those who want onboard refreshments, scratch cards or whatever else, and priority boarding, etc, pay for it, while those who don't want it don't pay for it.
It does, in my opinion, help to increase choice, and it gives you power to decide what you do and don't want rather than it all being inclusive.