10 years ago I would more than gladly pay the extra, because you'd have gotten food, and drinks, AND hold luggage on an economy ticket.
Now you get none of them, and so is basically a more polite version of Ryanair.
What makes them £100+ more than easyjet/thomascook/tui etc?
Granted that most of their flights go from nice London airports like city/heathrow and not shit ones like Stanstead or Luton.