The "trick" of clearly stating the total price before the initial stage of booking would make a very positive impression on many FR customers, I'm sure. After all, they at Ryanair ARE the cheapest ones in most cases, so I do not really understand their kind of approach. For the client, it would be psychologically more exciting to have the impression of getting "discount" during the process of booking. No luggage? Look, the price has dropped. Paying with the MC Prepaid? Look, dropping again! Ready to travel one day later? We'll remove the "admin fee", still cheaper! And so on.