Ryanair to abolish check-in desks

Ryanair is a canny company which understands its customers needs.

I see no problem in principle with abolishing check-in desks but they also say they are working towards a situation where only one in five customers check in luggage. This sounds extraordinary to me. I know I do not understand the meaning of travelling light but surely for a 14 day holiday one needs more luggage than can be fitted in a normal carry on case. Or have I missed something?