This is simply more hot air wafting from O'Leary. He's done it dozens of times before, and he won't stop doing it.
Why you say?
Everytime he says something that is deemed unorthodox or tabboo in the world of airline travel, the media screams their heads off until their blue in the face about it.This translates into completely free advertising him. He knows exactly what he's doing, and to be fair, it's working quite well for him so far seeing as Ryanair is the largest low cost airline in Europe, (even beating Queesyjet) and the third largest airline in Europe based on pax numbers alone.
The thing to remember with Ryanair is if you can get away with using them as ruthlessly as they operate, i.e. short hop flights, no baggage; quick on and off, then they're great because they're dirt cheap. However this is not the airline you book with if you want a nice, relaxing, trouble free start to a family holiday.