Just as a spot comparison I checked the prices from London to Edinburgh for Monday 5 August returning on Tuesday 5 August.
I assumed I had to make a lunchtime meeting in Edinburgh but could come back anytime on the Tuesday.
BA LGW Mon 0915/1040 Tue 1435/1605 £55
EZJ LTN Mon 1115/1230 Tue 1320/1435 £145
BMI LHR Mon 0655/0810 Tue 1245/1410 £228
Bit of a surprise but I would fly with BA. Exclusive of last weeks unrest BA have more back up aircraft and would thus give me a better guarantee of making my meeting. and saving £90 over the cheapest competition.
'NOW' the point is that I really get stung by trying to book low cost at the last minute. If I knew that the fare was the same at any time and the service was half decent and reliable I would stick with that airline as a regular customer. The trick would be to make my arrangements early to avoid high fares with late bookings with another airline.
I reckon 'NOW' have a crafty angle on the low cost business.