Long-haul flights and price discrimination strategy at Ryanair

Airline companies are the textbook example of price discrimination, the practice to charge different prices to different customers for the same products (for reasons unrelated to their costs). The low-cost airlines have very well understood this concept and have thus made huge profits out of it. Now, Michael O'Leary, CEO of Ryanair, has announced that "the company is considering launching a separate airline that would fly long-haul between Europe and the United States around the turn of the decade". The strategy is to charge very low prices for the economy class (let's say 15 CHF) and very high prices for the Business class (whatever price). Perfect, but how to convince people to fly business class? Here it is the press conference where he explains how: