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".
Many companies spend a fortune on Marketing because they get a consultancy who tells them they should spend a fortune on it. It then becomes a self propogating black hole where are reduction is lambasted as negative. Always feel Marketing Depts are the tail wagging the dog.