"I get your point but I don't see how an airline can provide a consistent "product" to its passengers if everyone is experiencing a different "entertainment" moment."

Airlines will be able to provide a consistent "product" to their passengers and they will all be able to experience a different "entertainment" because of the technology that is being formulated and tested now. My own understanding is that something like the eVU ( or another product ) will be able to be the screen that connects to a central server. Each viewer will be able to choose their own "station" or "window" off of a central station. Currently there are issues hindering this. Those issues are being worked on. The tech reasons that hinder this were presented to me, however doni wasn't there to explain the details. So, I can only say, "not today but soon".