@bobsta - it's changed my mentality massively about what is "essential".
What's interesting is that other airlines are following suit - we visited Canada over Xmas flying Virgin Atlantic and booked the cheapest fare we could which meant only carry on and the bare essentials. We were amazed at how much you can actually fit in a little case and we still managed to take things that we didn't use/wear even though it was flipping freezing! Had hold luggage been free then we'd have taken it... That would've meant having to wait for them at the carousel, lug them in and out of every hotel and inevitably buy loads of stuff to fill them up even more on the flight home... We saved money and time, two things most people complain are in short supply.
If you asked someone if they minded queuing a bit longer to get on the plane and taking a few less choices of clothing and the result was another night's holiday, or an all-expenses paid night out then they'd jump at it... People just don't see things that way and prefer to focus on the negative.
Like I said, they're not for everyone but I wish people were a bit more understanding and pragmatic because Ryanair have changed minds for customers and other companies and just because what they offer doesn't suit everyone it doesn't mean they should be written off.