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I actually thought of that, but I realized that BoingBoing (and the like) beat them to it but being the gatekeeper to the internet. From last I've seen, they have their own shopping portal (and Amazon was access was complimentary). Why would I go out of my way to download the SkyMall app? What value would it give me?

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The only way I see that working is if the airline somehow made it possible to install the SkyMall app and use it. Providing the app exclusive access to communicate back down to earth.

I know it's possible because the last flight I was on did it for Ebay. You could surf Ebay for free without having to pay for Wifi.

I wouldn't be on this approach working for SkyMall though.

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