I always want to turn it “off” because it’s too distracting, and the only way is to turn the Brightness down to off. It goes like this: BrightnessDown, wait, BrightnessDown, wait, BrightnessDown, wait, BrightnessDown, wait, BrightnessDown, wait, BrightnessDown, wait, BrightnessDown, wait, BrightnessDown, wait, BrightnessDown, wait, BrightnessDown, oh now it’s off. Then 5 minutes later, the airline starts its welcome mostly-advertising video which TURNS THE DAMNED THING BACK ON AT FULL BRIGHTNESS. Then it resumes DirecTV at which point I have to say: BrightnessDown, wait, BrightnessDown, wait, BrightnessDown, wait, BrightnessDown, wait, BrightnessDown, wait, BrightnessDown, wait, BrightnessDown, wait, BrightnessDown, wait, BrightnessDown, wait, BrightnessDown, annnnnnnnd now it’s off.
This causes people to press harder in reaction and then they are bouncing the person in front of them's head. It's comical if it's not happening to you.
I recently took a flight with Virgin Atlantic and was actually pleasantly surprised. It still wasn't perfect, but it was by far the best I've seen from in-flight entertainment.