“The problem for BA is that ordinary folk, that is those that don’t travel other than holidays usually think that BA costs more than FR and EZY.”
Depending on when you buy, the problem for BA is it may well be true.
e.g. MAD/LON/MAD outbound 1/9/11 Early morning, return 8/9/11 mid PM (date randonly selected well ahead)
easyJet 88€ plus 24€ for bags = 112€
BA 188€, at similar times
76€ is quite a difference to someone looking to economise. If you can manage with hand luggage, then even better.
I won’t try to quote Ryanair, as there are too many hidden extras to bother with.