It's a probability game.
O'Leary is the King. He baits for the average bargain hunter and generally reels in more than BA or the other mainline carriers take off each punter.
Stupidity like most other fish can always be caught with minimal bait.
It always amazes me to see the stack of Bogans at Stansted spending hundreds of quid at a time in the duty free thinking they have picked O'Leary's pocket. Little do they know.
I think the same applies in OZ.