Thomas Cook is moving against the Zeitgeist (hype?) today by announcing Playstation PSP devices will be made available for hire on its fleet of aircraft, rather than Apple iPads.
The tour operator will allow passengers on all short and medium haul routes (around 32 of its total 44 aircraft) to hire a PSP device for £7.50 ($11) a trip.
The PSPs will be preloaded with eight movies, TV programmes (including others for children) and games.
Sensing a nice way to trouser some more ancillary revenue, families wishing to share a device can splash out another £5 on a headphone splitter.
Officials have yet to say why the airline has chosen the PSP over other in-flight entertainment systems, hand-held or otherwise.
It has hinted at why an upgrade was necessary, admitting that a paltry one in ten passengers used its existing in-flight entertainment system in the 12 months to April 2010.
But Thomas Cook is not the only airline to upgrade its in-flight entertainment in recent weeks. Asia-Pacific low-cost carrier Jetstar is trialling the use of Apple iPads with pre-loaded films, music, games and airline content.
Jetstar is the first airline to opt for iPad devices to run aircraft IFE. It will charge around £5/$8 for the privilege.