BA sells a standard, proper, economy ticket at all sorts of rates, which can be combined with other flights on other airliners.
This ticket gives you 1x23 kg (2 for flex) bag. If you are a GCH you get an extra bag for free, and upto 32kg.
The only penny pinching here are people who think that these low-service fares are a good thing. They're happy to save 50p on the fare, at the risk of a more stressful journey, and contributing to the shocking lack of cabin space on euro flights.
If memory serves, Gatwick expect you to check yourself in and tag your own bags too. What next, a charge to print a boarding pass? Charges to use the toilets?