The journo who wrote should have read it prior to publishing - doesn't add up.
At Emirates, meanwhile, ancillary revenues accounted for €426.24 million of revenue in 2010
...in 2010, of which top slots [for ancillary revenue] were held by United Continental (€3.53 million), Delta Air Lines (€2.61 million), American Airlines (€1.38 million) and Qantas (€1.09 million).
So EK earned x150 in ancillaries as UA/CO but don't occupy the global top spot?
There are good cases for unbundling and being savvy as to what to charge extra for; however, at the end of the day, if the service isn't up to an acceptable standard and punctuality is poor, I would suspect that passengers will become just as savvy (agressive) in demanding reimbursements and compensation.