People really do appreciate all shades of honesty in general, especially such values like openness and straightfordwardness. Maybe not always, but in most cases Ryanair does have the lowest fares, so why are they so afraid to show the complete fare at the very beginning of the booking process? Want to show your customers that the passenger pays more taxes than the actual fare is? No problem. Show the total price first, then let the passenger select his flight and after one click simply show the breakdown. Say, the 1 euro flight fare + 19 euros fees and taxes, it won't look bad, will it? But the display order should be just that: total price first. They could even try to impress their new clients by doing something else. Full fare showing first; make a click: the fare beakdown coming as follows: The flight fare 10 euros, taxes and fees 19 euros, subtotal: -9 euros. The difference paid by: Ryanair. Great, isn't it? But definitely, show the full fare first.