rolling out those services effected their low-cost model (eg. allocated seating slowed down turnaround times) they would simply not do it. It simply just gives them some extra added value.
I don't think there is any evidence to support the statement that allocate seating slowed turn. It was introduced alongside an ongoing focus on turn times, and improvements have been made on the turn such as removal of head count on board.
Ref who the competition are; Carolyn has said clearly that Norwegian , Ryanair, Vueling all have lower costs than ezy. No secret. Hence, going after the legacy business and rowing in with slightly lower fares than legacy carriers is a lucrative strategy . My original point was that they compare with the legacies in adverts etc but progressively it is FR they worried about ...