Ryanair claims it is the best value airline and perhaps it is. However, if you have a strong belief in your product, then you should not need to trick people into buying your products.
It is this sort of devious, slightly underhand selling which has meant I have not flown with Ryanair since I was a student, some 7 years ago (when I got those 99pm fares). I suspect I am the sort of customer who wants value for money, but flies a lot that they should be trying to claw back. Hiding insurance in a drop down is one of the things that just puts me off.
If you are proud of your fares, then let me buy the fare I see, easily and without fuss including only the things I choose to buy additionally.