"We should try to eliminate things that unnecessarily piss people off," the Ryanair chief admitted at his company's annual general meeting on Friday, after shareholders complained that the airline's reputation was hitting sales.
After recent reports like Ryanair refusing a refund for a dead passenger, the shareholders' argument must have worked as O'Leary promised an end to the airline's "macho" culture.
"I am very happy to take the blame or responsibility if we have a macho or abrupt culture. Some of that may well be my own personal character deformities," he said.
Given the Ryanair boss' maverick reputation, it may be hard for him to stop annoying customers. HuffPostUK has compiled the 20 best quotes when O'Leary showed off his ability to "piss people off".