Thos who have adhered to the instructions set by the OFT are at a disedvantage especially as at first glance prices may be more expensive than those who are not adhering to the instructions.
The whole reason for these instructions were of course not for airlines to stop making money but to stop the fair paying passengers from being charged ludicrous amounts of money for a transaction that in reality costs a fraction of that charged. Also it was to make things more transparent for the customer who would have thought the fare at the beginning would in fact be the end fare until it was too late.