It must be said that Ryanair don't help themselves wrt the
PR game. By being the loud one, in order to get all the free publicity, they create a negative attitude towards themselves (outside of fares). If the airfares are all in the same ballpark, people will choose other factors when deciding who to fly with.
As it is, I booked an EI flight for 93 euro all in to LHR, rather than a 40 euro FR flight to STN because as well as the extra 20-30 euro for the train to Lpl Street, I feel more welcome on the EI flight
at the time of booking. It brings to mind the old saying "be nice to the people on the way up, as you might meet them on the way down" !!!