@danielmellor, ara01jbb & alike
It requires no comments, but it is very symptomatic. Many pax all too often are turning their back on FR. Some might not want to fly just to a few destinations selected for them in the point-to-point system, some are outraged by distasteful publicity stunts. Others, like some my predecessors, are loyal, but aren't ready to pay as little as 10-20 pounds for a flight, waiting for one-penny offers. They just were educated to do so - will they ever agree to pay much more?
These "uneducated", among them potential new customers, are discouraged by unwise "atomization" of final flight prices. I mean if the prices are cheap (and usually are) there is no point in hiding the final price. Personally, I'm much more satisfied getting some discount in the supermarket before paying my bills and really hate the unexpected extras tending to give back the product if the final price is higher.