Loose Change: What Was Virgin Thinking?

This story broke yesterday, so I’ll cut directly to the denouement, but after praising Southwest recently for understanding their clientele, but all I can ask at this point, what was Virgin thinking?

If Virgin is smart (well, smarter than doing this in the first place), they’ll blame it on some low level employee in Sector 7-G who rents in-flight entertainment who truly screwed up. But shouldn’t one of his higher-ups have thought, “Hey, this doesn’t sound like enjoyable transatlantic in-flight entertainment to me”?