Before you raise your arms too high: The service is used for on-board entertainment, and not for connecting to the Internet. Anyway, this is a great idea, and a great step for on board entertainment.
This is a great way of doing stepwise innovation. Get people used to using their own devices on-board, and guess what: The next step to connect this service to the Internet is very easy. GOL can also offer downloads that you can bring with you, which in turn will become a new platform for branded services.
You can just go on thinking about the potential of this new service. Segmented advertising: Let the system know your preferences and you can get targeted advertising. When you do your on-line check in, you may, in the future, be able to chose among films from a great selection that you would like to see during the flight, and the films are loaded to the aircraft system while on the ground.
Personal devices have much more processing power per user then the current installed devices. This means that you can run much more complex and graphics demanding games.
Thumbs up for GOL. Great initiative. I am already eager to see the next step.