Isn't the digital age where if things are free, the users are product - but since in this case the users are the customers, they have to pay...
There is a freemium element like the digital age too - pay them (lots) of money and you get Skywards status which gives you some benefits like free wifi with certain tickets.
That said, if it makes casual users of bandwidth who don't really care stop using it, so there is more for people who actually want the service, I think that's fine.
More satellite launches can't come soon enough, imho.