&gt; &quot;How long before they start aggressively promoting stuff in the cabin for the whole duration of the trip?&quot;<p>But they do, in the form of seat-back adverts, &quot;duty free&quot; offerings and their scratchcards. All of which can be quite easily ignored by sticking on a pair of noise cancelling headphones and firing up my Kindle, which is standard procedure for every flight anyway, no matter what the airline.