It always surprises me that the media scream at Ryanair about all these extra 'hidden' charges for luggage, checking in, etc.
You go through the booking process on the net, decide whether you have hold baggage, and/or want fast check in, decline or accept the insurance and then look at the total price. If you like the price, you confirm it, if you don't you look up other airways or revise your holiday plans.