The blokey calendars don't bother me so much - I don't buy them, they are not my cup of tea. But there subtext in men's calendar's is different(ie - the 'powerful' fireman; the 'highly paid footballer; the 'comparatively low paid, I'm here to serve you sir' air hostess')
I think various things bug me about the Ryanair calendar. The models are actual cabin crew and so rather than saying 'our cabin crew are professionals who go through extensive training to keep passengers safe', Ryanair are giving out the message 'we'd like you to think about our female cabin crew in their pants - but you know, it is okay, coz like it is for charity and so we can't be criticised'.
Ryanair say they are not doing this for profit ('every penny goes to charity') however, clearly it is profit-driven as there is massive publicity for this (most of the tabloids have reproduced the photos - therefore, the aim is not to sell calendars, but to get as many column inches as possible).
I dislike how Ryanair try to knock any debate on the head by saying it is just sour grapes from middle aged women who are just jealous of pretty young women. They may as well say 'shut up you ugly sows - we want to have our kicks looking at this young filly bending over and you're interrupting my w*nk'.