This is all so funny to read!
Why the need to create all these hidden fees with clauses which are very clearly extra revenue to the airline.
What was ever wrong with the thing called the FARE, which covered the necesary.
People talk about business models maturing etc - but at the same time surely the general public are maturing or "wising up" to the fact that flying from London to Dublin costs more than 9.99. While one or two may have flown for this price, by only taking one pair of underpants in a see through plastic bag and paying by the nominated card that banks issue to 16 year olds, it does not mean that is what the ACTUAL seat/cost/sector is. Someone, somewhere ends up covering the ACTUAL cost.
I for one full support airlines charging a fair fare, and only charging extra for the truly optional extras.