It’s a holiday, after all. Passengers should expect more comfort and a little entertainment. As for the alcohol thing: There’s plenty of that at their destination, and more to buy at the Duty-Free shops.
People don’t want calls in-flight in the U.S., but they want their in-flight connectivity and free use of their personal electronic devices. You can sometimes get what you want, and it’s not what you want.
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.
Becoming aware of flyers' purchasing habits helps airlines optimize their offerings and timing, all in hopes of convincing more flyers to indulge in a drink, snack, or blanket.
The biggest news to consumers is that in-flight connectivity isn't about checking emails or even streaming Netflix. It's about selling entertainment and tracking planes.