The Connexion by Boeing service appears to want more usage (site not updated at this writing): They've lowered prices, reduced pricing tiers, and added services to their in-flight broadband service available on about 200 planes for international, over water routes. The top rate used to be $29.95 for flights of more than six hours; that's dropped to $26.95. But flights of any duration now cost $26.95. New hourly pricing has been simplified, too: one hour is $9.95, two hours, $14.95, and three hours, $17.95. But that used to be "a period of time across the flight" and is now "from the sign in time."
A streaming television service was trialed last year on some routes, and starting Jan. 23 will be on all planes with Connexion. The Live Global Television service has news, sports news, and financial programming from BBC World, EuroNews, Eurosportnews, CNBC, and MSNBC.
The only reason to lower your prices or rejigger pricing is as the result of testing price elasticity. No service drops the price simply because of cost. I expect Connexion did extensive price testing on flights worldwide to produce the maximum yield. Dropping the price by $3 but setting it as a flat rate across all durations of flight must have provided good results.