Call me old fashioned but I do like to be treated like a valued customer rather than a commodity.
Southwest & Air Berlin show it is possible to be low cost & treat passengers like humans.
The danger is that the "sheep" at the other airlines will want to follow the Ryanair model & lead to further dumbing down of the travel experience.
My vote & money will go every time to the airline that offers low fares & FREE check in, FREE baggage allowance, FREE sodas, FREE nibbles, & will look after you when it all goes tits up.