Why? Because Starlink. Starlink requires airlines to offer it for free (apparently, for now), and the airlines that have started offering it are making a big deal out of it because it's actually usable compared to a lot of the LEO- or ground-based offerings before.
United was looking to have its regional fleet done by end of this week, Qatar has finished their 777s; Hawaiian's entire fleet is done, so is airBaltic's. WestJet are also close.
British Airways is starting the rollout now, so are SAS, Air France and a few others.
For Nest Protect (the smoke alarm), if you try logging in with a workspace account it just won't let you. Had to resurrect a very old, unused Gmail account just for that.