What Ryanair has done over the past 10 years is reduce their cost base to make it the lowest in Europe. Im afraid to say to those Ryanair haters, it is other airlines that will have more problems with the rise in Oil price.
Ryanair are already changing their business model, and this so far has resulted in moving onto longer sectors, with a higher demand and therefore the ability to push up fares without resulting in loss of passenger numbers. Airlines trying now to compete with Ryanair on these routes ie Canaries etc are the ones who will lose out as they simply dont have a low enough cost base to lower fares to compete.
Ryanair will in turn reduce the number of routes that are loss making (where marketing deals finish) ie in Pau. Routes into airports like this need extremely low fares to generate demand. Ryanair cannot provide this without low landing fees and "marketing support" as it is worded. Capacity will be switched to routes where there will always be demand, ie major cities and bucket and spade routes.
Ryanair have a hefty cash reserve, they have the strongest business model in Europe and unlike other airlines can react very quickly to market conditions. This will in the long term benefit Ryanair as more airlines collapse and pull off routes, leaving them for Ryanair's taking.
Ryanair is changing, slowly but surely as the airline now matures. More will be obvious in the coming years.