I am not so sure whether now's promise 1 is such a good idea:
Every seat on each flight is the same price. No strings. No hidden extras. No exceptions. (
www.now-airlines.com)
One of the main reasons of the success of low-cost airlines is not only their low cost base but also their yield management.
It is hard to believe that with a "flat rate" strategy, now will be able to consistently achieve high load factors.