Nearly fell for it as well last week, it amazes me that they try to add to an already £2k++ fare. The positioning is also appalling at the lower part of the screen and off screen when you review the booking, only saw it by luck as I scrolled down to click accept. Pretty sure it wasn't there last time I booked on line.
Do they really think that many people that fly regularly with them needs a per trip insurance? I guess it is only right that revenue management don't understand the concept of customer service, but they are not doing their front line staff any favours.
What next I wonder? Internet booking surcharge? Seat choosing surcharge? I think I will fly JAL and Singapore next time surcharge....