Airlines have been trying to figure out new ways to increase their bottom line for some years now, which has added to the decline in customer satisfaction.

Customers are unhappy about having to pay for amenities they once took for granted: in-flight meals, free checked baggage, and even the standard complimentary drink is no longer complimentary on many airlines.

Airlines are finding it’s no different for the addition of Wi-Fi. Wi-Fi has been in tests for many airlines, including AirTran Airways, Virgin, Delta, American, and Southwest. The service has seen a lot of usage every time it’s offered, but that usage drops off sharply when customers find they have to pay for the service.

Most airlines are using Gogo from Aircell LLC, which uses a hotspot on the plane to connect to Aircell towers on the ground, to avoid interfering with normal cellular towers and aircraft navigation. Row 44 Inc. recently received approval for a satellite-based service that Southwest will be using to equip all of its planes with Wi-Fi, a service that so far they intend to offer for free.

Aircell has a price control in place, which allows users to buy the service through Aircell and gives the airline a portion of the profits. The service costs $12.95 for flights longer than three hours, $4.95 for flights shorter than an hour and a half, and $9.95 for the in-between flights – a price that many users are finding far too steep.

For others, particularly business travelers, the chance to keep up with their work while in the air is worth almost any price. If it’s going to be profitable, airlines are going to have to find a price point that works for everyone.