The ".99" pricepoint seems a bit odd, considering everything else on the plane is charged to the dollar or ".05".
That having been said, it looks like CO's DirecTV's page changed recently:
Current version:
http://www.continental.com/CMS/en-US...owitWorks.aspx
"The service is complimentary in First Class and is available at each seat in Economy Class
for a fee."
Cached version:
http://webcache.googleusercontent.co...www.google.com
"This service is complimentary in First Class and is available at each seat in Economy Class
for $6 per flight."
ETA: I suppose they could also be dropping the price on flight shorter than 2 hours, since I'm pretty sure no one buys it on IAH-SAT/AUS e.g.