Free books on the rails

I came across this article today and thought I would share it. As an author who understands the marketability of "free" I have seen my titles go out on Amazon for free and I have offered free giveaways. Here is another way books are going out for free and I think it is a great idea.
http://www.teleread.com/ebooks/in-italy-train-passengers-now-enjoy-free-e-books/
This a page from TeleRead a website dedicated to news about eBooks. The article goes on to say that a train company in Italy is offering passengers free ebooks to read while they travel. I would love to see this transfer to airlines as well.