It's been discussed before (surprise), this post gives the answer
http://www.pprune.org/7959983-post21.html
The opinion of someone who has clearly not read the Boeing 737 Flight Crew Training Manual, not flown the 737NG, and I'll wager has generally had the luxury of flying into major airports where landing distances are not limiting.
The 738 is not the easiest of airliners to landed smoothly.
The manufacture states that that the aircraft should be landed positively and not greased on.
Runways used by Ryanair are often fairly limiting and therefore calculation of landing distances is critical. If you don't then land at the aiming point and get the weight on the wheels straight away your calculations are worthless.
Floating halfway down the runway to achieve a gentle landing aint much good if you then miss your turnoff incurring 10 minutes extra taxy time, or you go off the end of the runway at 50 kts, or you go off the side at 130kts because the it's covered in wet snow, there's a howling crosswind and you're trying to be a little fairy and pussyfooting around.
What the average passenger thinks is a hard landing, isn't actually a hard landing.
Poor old Ryanair pilot's can't win: if they do a Boeing textbook landing they get threads written about hard landings. If they do a greaser they get hassle for not doing a Boeing landing.