I have just booked a ticket with Flybe. The headline price after a search on the internet was one figure then all the add ons started:
Select a seat - £7 or £15 for one with more leg room
Hold baggage - £7
Credit card fee - £3.50
Booking charge!!! - £2 (like theatre tickets you cannot avoid paying for the privilege of buying a ticket therefore it ought to be inclusive).
Eventually yet more legislation will be introduced to stop the circus. I do not argue that the fees aren't necessary to cover costs but it ought to be all inclusive.