IT'S a question that's been asked for the guts of a year: will flyers be willing to board a Max aircraft given the two fatal crashes involving the Boeing jet and the litany of issues that have arisen in the meantime?
The optics are appalling. Devastating internal Boeing emails that were made public last month did little to instil confidence.
Michael O'Leary knows that some passengers will be "nervous" about flying on the Max.
But his doubling down on the aircraft, with a planned order for the Max 10 variant, underscores how keen he is to benefit from the lower operating costs that the jets boast.
And how do you persuade most passengers to fly on a Max once they're in the air again? Offer them rock-bottom fare deals.
Nothing stimulates passenger demand like seat sales, and expect Ryanair to resort to the most powerful tool in its arsenal to fill up those Max aircraft.
After 9/11, Ryanair responded not only by placing an order just a few months later for cut-price aircraft from Boeing, but also by launching a massive seat sale.
"We intend to fly our way out of this crisis by giving passengers even more reasons to travel at even lower prices," said Mr O'Leary at the time.
And he was right. Persuading passengers to fly on the Max will be no different.