The purpose of the 'no frills' bit is to keep the cost down which for some people is the most important aspect. Frankly sitting up the front it doesn't affect me - a 737 flight deck looks the same be it in ezy, BA, BMI or wherever.
Will ezy go longhaul - I doubt it.
Would the low cost concept work on long haul - I'm not hugely sold on the idea myself but I suppose for some it would be okay and it worked for Sir Freddie.
Why do myself and other ezy pilots take on some of the negative posters on the forum - for myself I only return fire to the ones that are either inaccurate or rude. Fair criticism is okay. As I recently said on another thread if someone popped up being rude about BA pilots they'd probaly respond (Our supposed brother professionals have suggested that ezy pilots are ill mannered and waifs and strays from other locations).
Incidently a lot is made of what some poeple seem to to think of as 'full service airlines' and BA gets mentioned in this class. My honest assessment having flown with lots of airlines is that if you want full service you'd chose to fly with Thai, Singapore or Cathay.