No Free Headphones

When I recently took a luxury coach down to Singapore, I was surprised to know that while they provided free onboard entertainment in the form of movies, headphones had to be purchased at the cost of RM5 each! I didn't bring any so I had to resign myself to watching silent movies which luckily there were some subtitles to. I think they should market themslves like airlines and provide those for free. After all, what's the cost of a headphone to them?