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It sounds better than it actually is, because you have to read the entire book during the flight. Once the flight is over, you lose free access to that book and have to buy it if you want to finish reading it.
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You make this sound like its a bad thing. I think this is great. Rather like Barnes and Noble's option to let you read a book while you are there drinking coffee. I know I've bought more than one book while doing so. Most people on the flight have smart phones and I have always thought the Kobo app to be quite excellent. I can still read books on it (for a short while anyway) despite my vision damage. The new Iphones also have bigger screens. Its a win win.