I don't necessarily think it's the MPL but more likely to be candidates (and in some cases parents) thinking "Well, why should we put £100k+ on the line for a zero-hour contract when Aer Lingus, BA (and potentially Virgin Atlantic) are offering a far better deal".
In 2010, there was much less choice of schemes, now that other airlines are providing far better deals, Easy's offering is being shown up. I mean imagine candidates et al going to one of the exhibitions and being told "this one's free but for this other one you have to put up £100k+".