Sorry can't agree
Arfur it all depends how important the "service" is to you - or more to the point your own personal definition of "service".
I believe, the product was to fly you to Dub and back safely and on time.
Unlike FR the service in your case will have included personal seat allocation, (probably) kiosk or online check-in options as well as human being, nice comfy leather seats, spanking new AB equipment, reasonable legroom, some recline on your seat. And in my experience friendly FAs and pilots that say hello to you with some charm.
Personally, as an intelligent adult I find I can negotiate the the lumps and bumps of the booking process without it spoiling my day, much as I don't especially enjoy it. I don't find it an automatic insult to my intelligence, that they choose to do it this way.
As a regular on EI, I really hope they don't get pulled too far into the Ryanair style nonsense - for instance, their laughable initiative to charge for online seat selection whilst simultaneously proclaiming your choice is not guaranteed!
But the product, and the service, for £65 are superb.