Virgin America has announced that, come March, the airline will begin offering Sundance Channel programming, including independent films and documentaries, as part of its in-flight entertainment system. Yes, it’s only one airline with a few destinations, and, yes, it’s just one more cable channel, but the news marks just one more amenity that sets the young airline apart from the pack.

Of course, I happen to be biased. When I flew Virgin America a few months ago, I freely admit that I was instantly hooked. When I picked up a friend who flew the airline last week from New York to San Francisco from the airport, one of the first things he said when he got in the car was how much he liked Virgin America. And this is a crotchety New Yorker we’re talking about. Purely anecdotal information, sure. But my point is this: it may have been the slick interiors and cool mood lighting had us at hello, but it’s the perks like the Sundance Channel, documentaries and full-length feature films (not the censored versions on most airlines) that will keep us coming back.