I find that, with this new crap policy, it's worth taking EJ+. I booked a flight yesterday and if I wanted to add the carry-on luggage, I would have to pick those special seats, which would cost somewhere between 20-30CHF (somewhere about that) per flight. Adding a checked bag is even more expensive. In my example, it was a last minute booking, so all the "preferred" seat that would allow me to bring a normal carry-on on board have all been sold out already, my only option was to pay for checked bag, and that would have cost me almost 100CHF for the return trip.
Since I fly them at least 3-5 times a year, I think it's worth signing up for the EUR 250 (ouch) annual fee to kinda circumvent this new policy.