I'm a bit confused with the whole carlsberg/heineken thing.
Anyway, yes, "taxes and charges" is just irritating and serves no purpose but to annoy people - no-one is fooled. Recently while making a booking on Aerlingus (a particularly bad example of additional things having to be paid for so you might want to take a look at that) I got to the final stage, was confronted with all these additional bits and bobs and said, stuff this, I'm going on bmi. Call me old fashioned, it probably cost me a few quid extra, but I wasn't going to be wilfully misled.
I've flown ryanair only a couple of times and it was awful. The annoying FA's constantly on the sell trying to flog me things I don't want like scratch-cards and other rubbish really did put me off.
I think theres a school of thought in the airline industry that for low fares people will put up with anything and when that anything gets the airline a few extra pounds, everything is fine and dandy. Maybe some people will put up with anything but I don't consider myself one of them.