Did you not see this from last week?
http://news.bbc.co.uk/1/hi/world/mid...st/7308041.stm
Emirates have launched this service already on one of their aircraft and rolling it out across their fleet.
As far as I am aware there was no mass brawl on the aircraft and the aircraft was not put into a tail spin by passengers using their mobile phones!
To an extent, I admire EKs decision to go ahead with this. Perhaps it will dispell some myths surrounding all of this.