Ryanair's low cost model is well known as being heavily reliant on ancilliary revenue, the basis for that being, passengers pay for what they use. If you don't want a full meal, they won't add it to the price of your seat, if you don't want to check in a piece of luggage, they won't add it the cost of your seat, if you just want to sit down on the aeroplane, that will cost you E1.99, if you want more, it'll be extra. O'learys vision is to reverse the trend, and have passengers on the plane for free and charge advertisers premiums for access to the passengers. Its innovative and it turns the idea of air travel on its head. I have no qualms with the business model, its worked well for the past 20 years and passenger numbers reflect that thank you very much.
How about adding, purchase airplanes at knock down prices, sell them to an intermediate leasing company for twice what you paid for them, lease them back as tax deductable assets and sell them on when the next batch come off the production line.
Now do you see why the failure to deal with Boeing or Airbus puts a different light on the future of Ryanair?
Good luck, I'm sure you'll be a competent drone, you certainly have swallowed the corporate pill.