Air Tahiti Nui has an interactive inflight game system, enabling you to play games with your fellow passengers. The guy who took this photo was in first class (seat 1A it says) winning "inflight trivia challenge" against someone in 19G who isn't far behind, and some thicko in 40D.
^
Clearly the guy in first class is smartest, following by the guy near the front of economy (possible frequent flyer, so aspiring to be nearer the front) and then the no hoper in the back. Of course the flipside is that if no hoper gets pissed off, he will storm his way to the front (and be annoyed that no only are you winning, but having good food and a nice seat).