How is it that Emirates can do it so much cheaper?
Are you really comparing Emirates with Aer Lingus?
Out of Ireland it's just DL who offer it at similar rates. If UA offer the service free (sep 15 eta on roll-out) I'm sure EI will follow. It's not cheap to install so they will charge while they can
Meanwhile newspaper reports suggest IAG will be back next week with new guarantees and EI have assured works T&C's of employment won't change if it goes through.