I suggest that those who say there is no possibility of 10 pounds/euro one way Atlantic are the same individuals who have only a very loose apreciation of how the LCC model works. It is a very do-able proposition when properly yield managed however it will also be a big wake up call for Joe Public to see how much of his/her transatlantic fare consists of tax and "other charges and fees".
I suspect that when a true analysis of Pikey Pond Jumpers fares is conducted, the mean fare will be close to the existing full service transatlantic economy. Joe will swallow MoL's ticket price because of the perception of value, because they have all had over a decade of MoL telling them that this is dirt cheap and you wont go for less - that is the brand, that is the illusion and that is (sometimes) the truth - yield manage it correctly and NE USA and Canada are do-able.
RIX