Money talks so people will do all they can to get the price to a minimum - that is why the likes of Ryanair succeed - by charging low fares they get people who would not be able to pay the high legacy carrier fares to almost impulse buy. If you pay £5 and don't go you have not lost a lot
To all the Ryanair knockers, I have just dug out a 1984 ticket from Belfast to London - £49 return, Saturday night stay, no changes permitted. I recently flew to London for £12 return all in, 26 years later. That is down to the likes of Ryanair.