WHYEYEMAN
The sales thing is a lot more subtle than you think and very much aimed at the culture of those you are trying to sell to, what works with a family of chavs won't work with the Scandinavians or the British lower middle classes so you have to play to your audience to make the most of the on board sales.
The interesting thing about NAS is the passenger comments when leaving the aircraft, two or three times I have heard " glad you are doing this route, I won't have to use easy jet". But the best was after BA canceled a flight and NAS picked up a few passengers most of who commented that the aircraft and service were as good as BA and the price was so good they did not mind paying for the (much better) refreshments................. And all of them love the WIFI...it must be remembered that the WIFI not only connects to the Internet but also to the aircraft entertainment system.
The fact of the matter is that NAS are not only stealing the top end of the LOCO market from EZY & RYR bit they are also getting a chipping away at the BA & SAS economy passenger base............ These are all people who will spend more money on board than your average chav.