The company based it's whole starting strategy (after the appt of MoL) on the key tenets of:
- Bluster
- Shout about the costs everyone else is imposing
- Get money from the airports and all sorts of new places
- Portray themselves as the 'little guy' and the 'good guy'
- Bluster
Having done that with remarkable success (from 1992) they absolutely CANNOT now change. Even when MoL goes (for whatever reason) the ethos is built into every single layer of mgmt and staff - to change all of them? Besides, since they have made so much money, who would risk changing the formula? That is not to say I agree with them - but change? Not going to happen any more than Tony Blair is going to apologise for making war. once a company has been formed in a particular way it is 90% impossible to change it.
As to anyone still fooled - I agree that number will be dropping but they are STILL often cheaper if you book right and the new generations of 18 something being let loose by their parents are going to go for it. They don't mind a bit of hassle as they have no money. MoL doesn't care if they are fooled - as long as they book. That is all that his ego needs.
Lastly, FR is now a mature business and so they have to find new ways to keep expanding, such as the EI game. It is always fascinating to watch them.