Virtually all airlines these days offer travelers options to personally curate their travel experience. Looking to avoid the dreaded middle seat? Better check in early. Want more legroom? Be prepared to shell out for that privilege. Club sandwich on your flight from Phoenix to Boston? No problem—that'll be $7.50. Now, however, some airlines are wading into more controversial territory than, say, whether or not blankets should be free at 30,000 feet: child-free zones on the aircraft.

Last week, Indian budget carrier IndiGo debuted its "Quiet Zones," which are geared toward business travelers and forbid children under the age of 12. In a statement, IndiGo, the largest airline in India in terms of passengers carried, said, “Keeping in mind the comfort and convenience of all passengers, row numbers one to four and 11 to 14 are generally kept as a Quiet Zone on IndiGo flights. These zones have been created for business travelers who prefer to use the quiet time to do their work.” (The airline also noted that children are not be allowed to sit in seats with additional leg room.)

Unsurprisingly, opinions are mixed. Some, like flier Anshuman Sinha, reacted with disgust. “The policy is discriminatory," Sinha told The Hindustan Times. “It’s clear that they do not want children to disturb fliers paying extra for these seats. But then why permit children in the nearby rows, either?”

However, others on social media have voiced their support for the idea.

IndiGo is hardly the first airline to attempt such an approach: Singaporean airline Scoot in 2013 introduced a "ScootinSilence" upgrade, which assured travelers seats in kid-free rows 21-25. AirAsia X has also introduced kid-free zones, as has Malaysia Airlines. (U.S. carriers have expressed no interest in the policy, most citing the equality of all passengers.)

And despite the hand-wringing over whether or not such a move is ethical, surprisingly, many travelers are actually in favor of such zones: A 2014 British study found that nearly 70 percent of respondents would like to see more child-free zones on planes. Could more carriers adopt JetBlue's approach going forward? Only time will tell.