We establish a theorem computing the cohomology groups of line bundles on
homogeneous ind-varieties $G/B$ for diagonal ind-groups $G$. The main
difficulty in proving this analog of the classical Bott-Borel-Weil theorem is
in defining an appropriate analog $W_B$ of the Weyl group so that the action of
$W_B$ on weights of $G$ is compatible with the analog of the Demazure "action"
of the Weyl group on the cohomology of line bundles.
Let X=G/B be a complete flag variety, and L' and L" two line bundles on X.
Consider the cup product map H^{d'}(X,L') x H^{d"}(X, L") --> H^{d}(X,L),
where L=L' x L" and d=d'+d".
This is a companion paper to arXiv:0909.2280. It is mostly expository and
focuses on the representation-theoretic and combinatorial aspects of the main
problems considered in the other article.