Ryanair has shown its power to stimulate the market by revealing that it has just has sold more tickets in a week than ever before - a cool 1.5 million between Friday 9 January and Thursday 15 January.
It also had its best ever sales day, with 350,000 tickets being flogged on Monday 12 January.
Of course many of these tickets are at rock bottom prices, but they do prompt people to get flying. For example, a friend of mine told me of a group from a local rotary club he is taking to Bergamo with Ryanair for the princely sum of just a few Euros each. The lunch in Bergamo for the day trip will cost seriously more than the flight.
But the seats are occupied with travellers willing to pay for Ryanair's myriad of other services, which is just what the carrier wants of course.
We've written about Michael O'Leary's desire for ancillary revenues to outrank flight revenues in importance and about the spate of New Year ticket sales.
So are you taking a cheap flight anywhere which you wouldn't otherwise take if the price wasn't so pitiful? And what would you spend on board or at the airport?