Nor am I, when I see bulky home-made bundles that are a combination of bedsheets and nylon rope that have the owner's name and are labled "From Abu Dhabi to Dhaka."
Based on this, it would appear that one of the problems is an enforcement of prescribed dimensions of checked baggage. It reflects poor business practices, IMHO, when inefficient (from a business sense) subsidized airlines are putting more expensive widebody jets on these routes to accomodate the oversized bags of what often are low-yield passengers.
Nevertheless, "educating" the travelling public will be a challenge. But then again they managed to pull it off with paperless tickets and online bookings.