Apple did not pay for this to happen in the airlines. I could rattle on about the reasons why paying wouldn't make sense for Apple, but ... I just know this as a result of my employment. So, yeah... they didn't pay.
There were some comments about "ugh, why iPod?" Actually, the port is a standard powered USB port. If you plug your Treo 680 into that port, for example, it will charge your Treo. Nothing will happen on the TV screen, but the USB power will still be there. So it's not just useful for iPods. The video portion is iPod specific ... and I'm not sure there's another device out there today that would be as ubiquitous and practical as the iPod for something like this.
Someone noted that this had not been announced for C yet. Actually, United has essentially stated that this feature will appear in both the C and F products, as seen in the following press release:
http://www.united.com/press/detail/0...5880-1,00.html
So I suspect that we'll all be enjoying this new feature in the months to come! (Unless you own a Creative Zen or Microsoft whatever-it-was-called...

)
Can't wait for the rollout to begin!!