I'm begging you: add a buck to my ticket then make it free for everyone. Think of how useful this is to your customers, especially when there are delays.
Last week I had to take my three young children to the airport at bedtime to pick up my wife from a Southwest flight that was delayed 2 hours. We live 30 minutes away from the airport and everything said "on time" online for her one hour flight. Would have been nice if she could have sent me a note when they were finally the air (after deicing, waiting in line on the runway) to say when they'd actually be landing. She had no chance to call, she had to turn off her phone when they shut the doors.
Many airports are going free on WiFi, and I suspect it's for the same reason: airline travel is fraught with waiting around and delays. Please give us a way to stay connected with families and pass the time. Free Wi-fi is a pre-emptive attack on complaints.
I fly a dozen trips a year on SWA, and would be willing to pay a reasonable surcharge per ticket the year to have free Wi-fi on all my flights. We all have wireless at home and know the minimal effort it takes to plug this in -- it doesn't cost that much to add on, but the benefits to all are worth it. Yet another way SWA can make the competition scurry for cover.
Bags Fly Free, Wi-Fi Free
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