I think hand baggage only has morphed into something which makes some people monsters.
It has two purposes:
1) To be off quick, or
2) To save money.
Now if you've decided to save money with a HBO fare, then you shouldn't be getting wound up getting your case onboard in order to be off quick. Accept the hold luggage free of charge. That is kind of what the new rules should hopefully help.
Of course the fighting which starts at the end of boarding is another thing...