In most cases people who have "unlimited" plans get traffic shaping to 64KB after a couple of GB are downloaded, or they get charged extra. I wonder how this is going to pan out for those users who normally never exceed their limits, and naïvely think that upgrading the OS would fall within normal usage patterns.
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Jetstar have been offering this kind of service for ages now, albeit on a rather more cumbersome piece of equipment than the swishy iPad. It's an interesting and effective way of monetising on-board entertainment services. The only problem is they don't have one for every passenger, so you might be out of luck if you're stuck at the back of the plane!