First and foremost, the fact that there is no checked luggage allowance is not only disclosed in the "fine print" (defined on FT as anything which people don't like and don't think ought to apply to them), but it is apparent on the website which specifically states at the column header: "Hand Luggage Only: Economy Light." Other columns offer other services. Thus, even the most hardened self-entitled whiner can't complain about this one.

Second, the *A website does not say what OP asserts and that is for a reason. This is it.

Third, in a day and age when air carriers provide generous carry on allowances which allow the average traveler to pack for 5-7 days without need of checked luggage, the outmoded view that "all full service carriers provide free checked luggage" is simply outmoded. BA offers such fares, LH offers such fares, and many others will move in that direction. Why? So that people who want cheaper fares can purchase those and people who feel the need to check a bag can purchase fares which include baggage.

In the end this is about consumer choice. Consumer choice is always a good thing. The fact that I spend an extra 5 minutes considering what I need to pack allows me to save money. Whether you value that is up to you.