Market research in the air

While reading some blogs, one at Innoblog caught my attention. They discuss how in February, Jet Blue and Kraft teamed up to provide free bagels and cream cheese to passengers on their flights. Kraft employees were sent along with the bagels to discuss the promotion. This blog points out that travelers are a captive audience that are prefect for market research. Since all types of people are needed for the bet input to make products better, these captive audiences are a great way to capture everyone's opinion. And even in these days with the significant increase in the price of traveling, passengers might be more willing to participate. Have you heard of anyone else collecting their data in this fashion? What do you think about it?