Headline-making, isn't it? Actually, these 'offers' have featured several times before in these paaaages.
Just try gettng the offered flights on the dates you want. First, there is usually no availability on those dates. Second, you have to add taxes, passenger service charges and an admin fee, making the price much higher. Still not bad, but the flights are elusive at this price. In the UK, airlines are required to quote prices including taxes and charges, so the offers we see look different.
Ryanair has still not matched easyJet's offer of GBP0 (i.e. no pounds) plus charges. My wife and I have weekend flights to Nice coming up for GBP13.40 each (no pounds for the flight and GBP13.40 each for taxes and charges) and to Zurich for GBP25.50 each (no pounds for the flight plus GBP25.50 for taxes and charges). Beat that, Ryanair!