Clive has said from the beginning that he would get people into his planes with low fares and keep them coming back with good service. Now that he has his loyal brainwashed followers off he goes adding amenities and fares.

WS and others are more LWC (low wage carrier) than LCC.

Airlines are roughly equal when it comes to expenses. Fuel is roughly the same, landing fees, navigation fees, financing costs are all close to the same.

The efficencies come from fast turn arounds and getting your employees to do as much work for as little compensation as possible.

When people look at fares on no-frills carriers they always forget to add the true cost of the ticket. What out of the way airport do I have to go to? (doesn't really apply in canada) How much extra for a meal? How long to stand in line to buy that meal? How much drink do I need to bring for a 5 hour flight? The person who only flies once or twice per year would have trouble answering those questions but they sure like to brag about the $99 fare they got. Even if it totals over $500 round trip.