I see Ryanair rebranding or someone else copying the model but being more customer focused.
Ryanair based their model on Southwest yet looking at Southwest's web site you can see a divergence where at present only one seems to cherish the total customer experience. Southwest have on their web site published a clear safety statement, a clear customer service commitment where "dedication to the highest quality of customer service delivered with a sense of warmth, friendliness, individual pride and company spirit'. WOW! Obviously the success of this philosophy is that they carry 100 million a year and use 500 aircraft.
Ryanair probably realise the customer experience is the next frontier for driving revenues and profitability.