Or sell tickets $3 cheaper than your competitors, advertise "Watch DirecTV on our flights (quiet voice: for a small fee)", differentiating on ticket prices vers

Or sell tickets $3 cheaper than your competitors, advertise "Watch DirecTV on our flights (quiet voice: for a small fee)", differentiating on ticket prices versus in-flight amenities. I may be mistaken, but I was under the impression that's what lead to airlines charging for drinks, meals, etc: it allowed them to lower ticket prices.