Ryanair are also upsetting lots of PAX
They've been constantly upsetting their passengers ignoring them or being offensive especially when something went wrong. Thus, the "devotion" of many (to fly with FR) is going to last only as long as the flight price is unbeatable. Unfortunately, higher fuel costs will be flattening the cost differences, hence...
welcome to the real world
Ryanair will HAVE TO improve the profitability, e.g. by rising the load factors (what will be difficult in winter) AND rising prices (even more difficult). Obviously they should have taken care of how people associate Ryanair brand name a little bit earlier...