It started with a bag charge, but it’s really about trust. In this episode, we explore the EasyJet baggage controversy and what it reveals about the blurred line between guiding customers and gaming them. From sunk cost fallacies to urgency tactics, low-cost airlines have become behavioural design powerhouses. But are they helping people make better decisions, or just pushing them towards profit? We unpack: How behavioural science can simplify or manipulate When nudges turn into traps Why trust and transparency are critical to long-term loyalty What ethical CX looks like in 2025 If you’re designing journeys, pricing strategies or digital experiences, this one’s for you. In a world where customer journeys are increasingly optimised, it’s time to pause and ask: Are we still designing for people, or just for performance? Thanks for listening. To learn more, don’t miss out on your copy of Fabricx’s Behavioural Bias Framework https://fabricx.agency/  Connect with us! Instagram: @fabricxlabs LinkedIn: https://www.linkedin.com/company/fabricxagency LinkedIn: https://www.linkedin.com/in/si-elliott/