Lets face it. Its Ryanair. The airline that has customized 737s with extra emergency exits so that the can fit in more self-loafding freight.
What do you expect? You pay extra for everything, if your lucky you´ll end up still below the major carrier fares (considering you factored in the extra hour over rural roads to get to the abandonded military fields they fly from), if you´re unlucky you pay more.
Did I mention there´s no miles and no better treatment for FFs?
Let´s face it: If you choose Ryanair, you get Ryanair. Southwest will seem like a dream of business class travel..