ChiternFlyer
It needn't be this way!!
Take Norwegian as a case in point, it is a very similar concept, Boeing 738 all brand new and Europe's 3rd largest LoCo after Ryanair & Esayjet.
The website is totally transparent the price advertised for your flight on the day you want to travel is what you pay, there is no admin fee's or charges if paying with debit card, you do pay extra for luggage, but the extra is a fraction of the cost of Ryanair and the carry on allowance is generous.
Should you change your plans within 4 hours of booking you can cancel for free, again no penalty.
Its all allocated seating and they will seat you together if at all possible, there is a food/beverage service, but no scratch cards, you'll also enjoy free silent movies from the overhead drop down screens together with some route advert.
Free onboard Wifi when above 10'000ft
You won't see 9.99 seat offer's but pick your time and you can get just about anywhere for under £50-£60, you can also book transit flights with luggage checked through via the 3 main nordic hubs
This an airline that has over 220 aircraft on order and is very profitable and still manages to provide its crews with free meals and drink and picks up their hotel bills, pays sick pay and pays standby duty, does not charge for uniforms and employe's a lot of very well trained ex Ryanair pilots