At some point in time , people will realise that there are other airlines out there, sure not many offer penny flights, but by time you add tax and every other charge, alot of the time, for a the average passenger, theres little difference, just takes a little time to search out on internet or phone, hey even try a travel agent(see what discounts being offered), I got cheaper flight to tenerife on BA than either Jet2 or ryanair, you just have to shop around. Ryanair have done a lot to bring cheaper airtravel to the public, but would seem they will charge for every single little thing, next itl be a charge for toilets, a £1 on board 50p to buy online, it'l happen
But at end of day , all they are there for is to make money for the shareholders, as is what any business is there for , if its being succesfully run, and not being a ryanair fan , you cant argue with how well its doing.