but IMO he fell into the trap of believing his own propaganda,
He's actually quoted saying this day would come in Siobhan Creaton's book on Ryanair. he never claimed to believe this was a long term strategy but it would get them so far on the onus that "all publicity is good publicity". That day may well have come, though in fairness it HAS taken them a long way without adding in too many costs like, er basic marketing and something called "customer service".