Flyers may love in-flight Wi-Fi, but the likely don't love it as much as does a corporation trying to sell more in-flight connectivity hardware or services.
With the soccer ball angle, Southwest should have announced this recycling program during the World Cup. No worries, there is a good message about the environment and smart business here, and it is all sustainable.
Smart of JAL to use the technology to better position staff and communicate. As wearable tech goes, watches are less creepy than face computers like Google Glass.
Emirates shows its size and might in every way. If Emirates ever get the naming right to the tournament -- which this being FIFA, entirely possible -- would surely cause a lot of controversy.