In the past few weeks, Ryanair hit the news over and over again because of hints to redesigning the passenger process. The paid toilets, the "fat-tax" or maximum-weight-tickets, the death of the human-supported check-in process, and now the self-carry-in 'service' for the passenger luggage (bring your own lugguage to the stairs of the aircraft).

You can blame Ryanair for seeking PR with old and new ideas, but it clearly it shows that the airline is seeking the borders of acceptance from passengers by launching all kind of more or less serious ideas. They are shaping the low-cost passenger process of the future and turn the customers to see how outrageaous their ideas are. Perhaps not all ideas are executable or even serious but Ryanair is doing a great thing here: old paradigms are being discussed, and they are openly communicating with the customer!