It should allow them to be consistent about it and rate-limit everyone evenly, which would have the same effect.
The really interesting question would be what happens with their on-plan video systems – my understanding is that they cache a selection of videos on the plane which are pre-seeded to avoid clogging the connection. Even running a public proxy wouldn't help with that unless everyone is watching the same Netflix/Hulu/etc. videos. I'm not sure whether they could get some sort of waiver but it's definitely something to look for as the policy details emerge.