Ryanair will tomorrow close a poll that asks what should be the airline's next 'tax', to add to its catalogue of charges such as wheelchair use and payment by debit card.
It's usually easy to ignore the airline's naked thirst for publicity. But the poll results to date are irresistible.
Of 45,000 votes cast so far, nearly half are in favour of charging excess fees for overweight passengers. (The next highest rated suggestion is to charge £3 to smoke in a converted loo. Interesting...).
Ryanair's chief spin doctor, Stephen McNamara, says he is "a little surprised" at the voting so far. But is he really?
The idea of a 'fat tax' has long been an aviation taboo. Yet as the business model of charging for 'extras' - bulkhead seats, checked-in bags, meals and drinks - is now so ingrained, charging passengers by weight is rising back up the agenda.
With Ryanair positioning itself to say that passengers are demanding this charge, the airline could be the first in the UK to act.
There is already precedent in America.
Yesterday, United Airlines became the latest to introduce the charge. "Passengers too large to fit comfortably in a coach seat may be required to buy a second ticket or upgrade to business class, where seats are larger - if United's flight attendants can't find two open seats for them," reports the Los Angeles Times.
The report says that United received more than 700 complaints last year from passengers "who did not have a comfortable flight because the person next to them." The policy brings United in line with the other five biggest US carriers who have already introduced similair charges.
It is a very sensitive subject, not least because of pressure on loss-making airlines to pack in passengers and cut down on fuel bills.
In a Tweet to Timesonline Travel, correspondent elkhorninn said: "I'm 4'10 & 120lbs & I seriously couldn't fit into United's seat; when the guy in front leaned back I got stabbed in the gut."
Given the Ryanair poll results, we decided to run a straw poll of our own - which also shows an appetite for charging. In response to the question "Should overweight passengers be made to pay more on airlines?" - 500 had voted by mid-afternoon, and 63 per cent are in favour.
An online article by blogger Travelrants also tackled the subject last year. One commenter, an airline hostess, said: "It literally costs twice as much to fly a 300lb passenger than a 150lb passenger. Why should the ticket price be the same?"
Darren Cronian, editor of Travelrants, said in the article: "I think it would take a brave airline to introduce such charges - but with the increasing levels of obesity in the UK, surely something has to be looked into, even if it’s for the security of all passengers."
The article predictably provoked a huge and often furious debate - "I had to close the comments as it was getting nasty," said Cronian.
Said one: "When the flight attendants put large people in the exit row to give them more room, I think that affects everyone's safety on the aircraft. It would take a bigger person more time to get out of their two seats and open that door."
Another said: "It is uncomfortable on an airplane anyway, but with an obese person resting half their body on yours, it is just unbearable."
But many passengers attacked supporters of a 'fat tax' for being offensive and insensitive. Others pointed out that obesity is often due to medical conditions.
One commenter said: "I would pay for an extra seat if necessary but not for the comfort of the ignorant but for my own comfort. There are many reasons for obesity: medication, medical conditions, it can also be genetic."
Asking passengers to stand on a set of scales is unlikely to happen (although the practise is common on private aircraft). But the equivalent of checking carry-on baggage, whereby the case has to fit into a determined space, is probable.
If the passenger doesn't fit, then - as with US airlines - they may have to pay for two seats. If there is space on the plane, it is likely however that the airline will not enforce the charge.
Apart from fuel and safety considerations, the airlines are also anxious to avoid litigation as the figures for obesity rise. In 2002, Virgin Atlantic had to pay £13,000 to a passenger who claimed she was "crushed" by a passenger sitting next to her.
Barbara Hewson, from Swansea, suffered a haematoma in her chest, torn leg muscles and a crippling form of sciatica. Almost two years after the incident, she was still in constant pain and walks with a stick.
The first airline operating out of the UK to introduce what inevitably will be known as the Fat Tax could be just a matter of weeks away.
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