Lo Co carriers aren't really that low cost. Once you've got to the fianl payment it's then you realise that the advertised fare prices are just a hook. It's a marketing ploy. I booked flights from Manchester to Rome a couple of years ago advertised at GBP39 one way, GBP 49 return. After paying GST, a credit card fee, a check in fee, a checked baggage fee, for allocated seats, for meals, fuel surcharges and airport passenger duty, the total cost was GBP930 for four people!
It's misleading advertising. Kudos to the regulators for calling them to task!