Ryanair using subliminal messaging on their website?

I happened to be searching for flights – as I so frequently do on RyanAir’s website. However I found that upon arrival at the usual Captcha screen (you know the annoying screens to stop bot attacks), the Captcha was replaced with a more meaningful phrase that I was expected to type in to the small box. This is a departure and much easier than the usual Captcha screen, but I was not expecting such as subliminal message as that shown here: “travel insurance”. Are RyanAir using subliminal messages to help sell travel insurance on the following screens?