“Soon”? Why would they give up that money though? I feel like there’s so little competition they aren’t feeling the pressure. Otherwise everyone else would have been hurting 15+ years ago when JetBlue started their free Wi-Fi.

Why? Because Starlink. Starlink requires airlines to offer it for free (apparently, for now), and the airlines that have started offering it are making a big deal out of it because it's actually usable compared to a lot of the LEO- or ground-based offerings before.

United was looking to have its regional fleet done by end of this week, Qatar has finished their 777s; Hawaiian's entire fleet is done, so is airBaltic's. WestJet are also close.

British Airways is starting the rollout now, so are SAS, Air France and a few others.

Delta and America already are offering free wi-fi on most domestic routes.