Jet Blue is now charging $7 for a pillows and blanket (but, you can take it with you), according to today's news. And last week, American Airlines starting charging two bucks for water. From the New York Times editorial board blog:

Charging more for first class, or for in-flight entertainment sounds like good business sense. Charging a tired person for a pillow or a thirsty person — trapped in a confined space where the tap water is undrinkable — for water just sounds mean.