Japanese efficiency and really decent cost! Flew RT Narita-Sapporo Sept 2014 and loved it. English website that was understandable. Every employee super nice and since I was the only non-Japanese on the flight, did all the announcements in English as well as Japanese. No Frills and they mean it.
Reserved seats?: Lately, some bargain airlines started selling "reserved seats" on the plane. However, the seats are all quite similar and even if you don't reserve a seat when you book your ticket you will still be able to choose your seat when you board the plane or you will be assigned one at the check in desk. So you can easily avoid paying extra money in order to reserve your seat.