Ryanair incentivise 3rd party handling agents by doing a 60/40 deal with them, or something like that. It makes the agent push more on excess and bag charges and brings in the ancilliary revenue.
The product of ryanair is cheap, affordable, on-time but the failing in ryanair has always been customer service. The attitude has always been that if you don't like it then there will be someone else along to fill your seat and to a certain extent that is understandable but with the rate of expansion and the split of supply/demand it's a more risky strategy.
I personally find the staff rude, unhelpful and very "cold".