I came across this again just recently. 

In short, Ryanair is taking aim at the OTAs and quite frankly who can blame them?

The OTAs make anything up to 25% on hotel bookings and the shrewd O'Leary wants some of the action. Is that not the whole point of capitalism? Competition drives down costs.

Ryanair after all did this to the over-charging airlines, BA etc. Now just about every airline has a budget brand. 

I see it as a highly positive move and am a little surprised it has taken so long.