Continental Airlines offers free Wi-Fi

Continental Airlines offers free Wi-Fi service no... not on their flights, but in their Presidents Clubs. This news got me thinking... how long will it take after Wi-Fi is offered on flights before the airlines start to give it away? I can imagine all "Platinum" frequent flyers getting free wi-fi, or something along those lines. In essence, I think the airlines will just throw away another revenue opportunity because all they ever compete on is price.