I'm looking at booking flights for me, the missus and son. BA and KLM are looking like 700 and 1100 euros respectively both involving a change.
Ryanair direct flights including "extras" like airport check in and baggage are coming in at under 300 euros. Origin and destinations for me are comparable as I live between them- FR from Hahn, BA & KLM from LUX. Destinations also comparable- PIK for FR or GLA for the other 2.
I also noticed that the top 4 or 5 BA fares actually aren't connecting! you come in to one of either LHR, LGW or LCY then make your own way to one of the others for departure!
Why FR don't just advertise the "real" fare up front is beyond me. For a substantial number of people, they'd still be cheaper.