Much to the annoyance of large swatches of the industry and the mainstream and business media, Ryanair is celebrating 30 years in business in 2015.
Still, through gritted teeth, many will admire what the airline has achieved from its humble origins as regional carrier to become a tour de force on the European aviation scene.
Beyond the supposed issues around customer service and rhetoric against travel agents, Ryanair's relationship with the internet has been a fascinating one to watch over the years.
Over the course of the past year (initially with Travelport and then with Amadeus) the carrier has been trying to get back into a world of third party distribution, but it had a ten-year hiatus when the website was its primary channel for selling tickets.
As a result, Ryanair had a huge focus on its online presence, whether it be the consumer-facing website (which frequently came in for criticism from web "gurus" despite its obvious role in the success of the company) or prolific use of web-based advertising or keyword buying.
Recent years have seen it enter the world of mobile and, finally, realise that social media was not only a valuable marketing tool but also another way to continue its frequently cheeky style.
Ireland-based DPFOC pulled together this good infographic (click the image or here for a larger version):