AAStew,
What is your evidence that nobody will pay anything more for this feature? I agree that nobody will pay, say, the 10x price difference that one often finds between B6 and AA for the LA-NY routes in order to have live TV. But if the price differential were 10 cents, I'm equally certain that it'd be an easy sell.
The same applies to frequent-flier miles, upgrades, food, movies, seat pitch, overhead bin space, customer service, etc., etc., etc.
The question isn't whether or not the feature has value; it's what the value of the feature is.