Your raise good questions. When Jetblue bought the company I think it was meant to keep the service mainly for themselves as a competitive advantage. (They did extend the service to frontier, but not so that it could be offered as a complimentary product).

Now that LiveTV is expanding its order-book(CAL) and services(Betablue/recent purchase of verizon's Airfone freq) I imagine that it is now probably seen as a viable company in its own right. One that doesn't IMO need to be sheltered under the umbrella of a larger entity.

That being said, I woud be a little surprised if the let their newest differentiation product (connectivity in-flight) get out the front door before being able to claim it as their own first.

If this was to go ahead I don't think it would happen for awhile. Seems like more of a contingency plan for a horrible future world where fuel continues on its march upward or simply fails to drop in the not to distant future.