There is nothing new in this, easy,ryan have been using similar techniques since day 1. Easy upset all the greek travel agents because they said why not cut out the middle man buy direct, this marketing style makes the consumer think at the very least!. I have seen recently many ads on the new BA deals, I do wonder how they make the link between lo-cost and massive TV advertising. Their recent ad aimed at attacking lo-cost operators, trades mainly on 'urban legends' so I see no difference, I'm not in marketing but thats where my vote goes.