Game of on-line buying

When planning my trip to Florence I found out that RyanAir, one of those cheap European airlines, flies between Eindhoven, NL (where I live) and Pisa (80 km from Florence) and it offers rather inexpensive tickets - about 60 Euro both ways. Sounds good? Obviously if something sounds too good to be true it probably is;)))) The fact that airport taxes are always hidden is already common knowledge. I was also not that shocked seeing additional charge for use of a credit card for my payment. But I was really surprised to see that not only I can take no more than 15 kg luggage (which is not so much of a problem) but also that I have to pay additional 26 Euro if I want to check my luggage in. And thinking of all those restrictions regarding liquid transportation it is sure money for the airlines neatly hidden deep into the booking process only after you really made up your mind about purchasing the ticket. On the top of all that RyanAir insists on paying additional money for travel insurance 'threatening' that if something happens to the plane and you don't have their insurance they cannot be made liable. So, my initial 60-euro ticket was nicely getting the price of about 200-euro by the time I got to the end of the booking procedure.

There are some discussions going on in the European Union commissions regarding new policies prohibiting hiding any additional charges of the flight tickets. It seems like the companies like RyanAir start smelling the possible consequences of those discussions and run for last quick shot of easy money. Why easy? I guess that if you have already made up your mind about taking that particular flight you are very likely to decide to pay the additional 20 - 30 Euro just to avoid the hustle of searching for a new connection and possibly replanning your trip. It is also very likely that this ticket is still the cheapest possible option anyway. But such an unfair process of finding out what the real price of the ticket is makes one feel cheated, pretty badly cheated, to be honest. The sequential booking process easily allows for such a trick - you need invest time to go from one page to the other and at the end of this process you are too tired to fight the system. Cheap airlines is just one example of such "ambiguous" procedures that make people feel mistreated. Would you think of similar examples (like small print policies) making a straightforward buying process feel like a game which rules are known only to guys who made them?