Nothing new... its been around for the better part of a year.
Not cheap for cheap passengers flying on a cheap flight. Most flights are less than 2 hours in duration.
Passengers on Ryanair’s 20 OnAir enabled aircraft can now make and receive voice calls at (non- EU) international roaming rates (€2-€3 pm) text messages (50c+) and email (€1-€2) using their mobile phones, BlackBerrys and other smartphones. These price tariffs are set by each mobile service provider and are subject to each customer’s individual price plan.
Besides do you think that we will be distrubed by calls made from the back of the jet, while we are yawwwnnnnn flying?
If it gets out of hand the "On/Off" Switch if on the overhead panel just below the IRS Mode Selector Switches... Problem solved.