Yes, they want to make money, and any publicity is good publicity. I did hear WW on Radio4 this morning, and wondered if it was MOL I was listening to.... However at least it appears from reports that his aircraft flew through the ash areas.
But thats fine - their only job is to maximise profits and profile of their respective companies. As long as they are held to the rules and regulations by the regulators and manufacturers, and called on their BS in the case of MOL, then there won't be a problem!