What I find amazing in the "100% web check in" press release is the assertion that this will lead to savings which will be passed on to passengers.
Now, speaking as someone who checks in online and doesn't take hold baggage all I can see is an increase of £10 per trip (except those using "promotional" fares). I'm sceptical that we'll see an identical reduction across-the-board in non-promotional fares (i.e., fares before the addition of this new fee).