It seems claer that the main customers are businesses (or employees). Even if I am footing the bill myself because I am a contractor, rather than expensing it, it still makes economic sense. By having Internet on the plane and working, I am making productive use of dead time. And exchanging even $40 when I can bill 3x that or more is a no brainer.

Don't get me started on the benefits of the internet on flights when travelling with kids.