I also saw the Live TV option on my Mon 7/30 flight MDW -> OAK. At the time, I didn't realize that this was only on a few test planes -- I figured it was something that had been enabled across the board. I played the test video which worked fine on my Mac, but I wasn't willing to pay the $6 after I saw there was no free option for A+. Maybe that will come as part of a full launch.

In any case, I did use the WiFi on that flight the whole time, which was excellent and fast. Best WN WiFi I've had in a long time. I managed to download Adobe Lightroom 4 (~400 MB) during the first two hours of the flight while simultaneously doing some web surfing, and then spent the rest of the time editing photos from my vacation