I'd care less if the airlines actually enforced their carry-on luggage rules rather than allowing people to swan past with twice the allowed luggage per person. Anyway, the goal of stuff like this is to make cash by competing with other airlines on purchase ticket prices and then upselling people to the next category for that little bit more. You'll be able to pay £10 or whatever when you get your boarding pass for "Early Boarding" or however they choose to style it. The purpose of the bottom tier is to act as a stick to get people to buy the tier above that for extra money. Someone will be getting a nice bonus for this.