Ryanair relies on dark patterns and brainwashing as part of the checkout process to sell you hotels, insurance, car hire, etc. Those feed into their income stream.
If you bypass that process they don't make their profit.
If you bypass that process they don't make their profit.
Lets say the cost is £35, and thus ryanair makes £5 profit per passenger.
Now lets say someone else comes along as sells the ryanair flight for £30 and has their own "upselling": "Click here to not avoid missing out on our great protection package" etc. Ryanair now is making a £5 loss on each ticket sold, and the reseller is making it instead.